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Display ad statistics

Posted by Michael Bloch in web marketing (Wednesday July 7, 2010 )

comScore, Inc. recently launched its Ad Metrix Creative Summary report, providing statistics on size, formats, and types of display ads being used by advertisers on publisher sites.

The first report shows JPEG ads have the lion’s share of impressions in the USA, at 42%.

Medium rectangles (300 x 250 pixels) and 728 x 90 banners, known as “leaderboards” were the most commonly viewed ad size.

Far from being dead, ComScore says there has been a substantial rebound in the display ad market in recent months with the number of impressions having increased 15% over a year ago. The company says factors for the increase include larger and more engaging creative ad formats being deployed.

The Ad Metrix Creative Summary report nearly 60 percent of U.S. display ad impressions were of the standard GIF/JPEG variety, with Flash and rich media ads combined making up the remainder.

If only people knew how much of a toll those Flash banner ads take on their systems and Internet connection – Flash based ads are often CPU hogs. Anyhow, resistance is futile, all will be assimilated and all that stuff; no doubt I’ll be using them myself at some stage.

The report says pop-ups and pop-unders now represent less than 1 percent of all display ad impressions.

While ComScore says this is most likely as a result of pop-up blockers; these popup killer applications don’t stop “hover ads” from displaying. Hover ads use DHTML – a combination of Javascript and HTML.

I think the waning popularity is more to do with improper implementation and pop-ups generally getting a bit of a bum rap and turning advertisers off from using them, which is a bit of a shame. I maintain pop-ups are incredibly effective, particularly for boosting newsletter subscriptions and announcing specials – if used properly.

Read more of the comScore Ad Metrix Creative Summary


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