CREATION: Advertisers rely on new ad sizes: report

Although 80 per cent of online advertisers use the full banner in online campaigns, other ad formats account for a majority of impressions and garner far greater exposure on the Web, according to a report by AdRelevance. The report found that most advertisers relied on buttons (short, micro, medium and tall) and that different sized banners (half, short and vertical) make up 63 per cent of all online ad impressions, while standard banners account for only 37 per cent. "While the ubiquitous full banner continues to dominate when we look at the percentage of advertisers using it and sites supporting it, it's interesting to note that advertisers are increasingly relying on other ad sizes and formats in their online campaigns," said the report. "The latest AdRelevance data shows that the smaller ad elements, such as micro buttons, short buttons and short banners, are garnering more exposure than the standard banner. While advertisers are creating more full banner than other types, the other ads account for the majority of impressions." The report added that not all industries had the same technological needs, particularly when it came to animation. The automotive industry, for example, used image ads, while the business-to-business (B2B) industry relied on form ads more than other industries. "It appears that while sites are making efforts to accommodate newer ad technologies, advertisers remain grounded in the old standard - simple animation and images. Although rich media is out there and growing, it has yet to surpass the popularity of animated Gifs and Jpeg images. As broadband and other high-speed connection solutions become more readily available and online ad technologies mature, however, expect rich media to be a cornerstone of all ads." In another report, AdRelevance found the majority of online advertising ads and impressions were geared towards branding. The study found banner ads, in terms of positioning, awareness and feature/benefit accounted for 63 per cent of all online ad units, and 54 per cent of all impressions. It also said that within branding categories, ads that generated awareness garnered the most impressions at 33 per cent, followed by ads positioning the brand at 20 per cent, and ads promoting benefits of a brand at just one per cent. Among direct marketing ads, those driving traffic or 28 per cent of all impressions were more prevalent than ads driving sales at 17 per cent. The report also noted that industries leading branding were: entertainment, (where 73 per cent of industry impressions were devoted to branding); hardware and electronics (83 per cent); retail (64 per cent); Web media (63 per cent); automotive (56 per cent) and travel (54 per cent). Meanwhile, industries focused more on direct marketing included telecom (72 per cent of industry impressions devoted to direct marketing); financial services (60 per cent), consumer goods (61 per cent) and B2B (54 per cent). "Online advertising is no longer about click-throughs. Although industry and financial analysts have relied on click-through rates to gauge the effectiveness of online ad campaigns, the market has finally realised that click-throughs is not an appropriate metric for brand-oriented ads," said the report. "Leading advertisers have already drifted away from the click-through mentality of pure direct response marketing, as AdRelevance data shows that a full 63 per cent of ads are banner-oriented. As streaming and rich media come more into play, the Internet will increasingly function more like a traditional branding medium - making advertising on the Web more appealing to all, especially traditional companies who have mastered offline brand management strategies."

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