When it comes to rich media ads, bigger isn’t always better, according to new research looking into the most effective display ad formats. The study, conducted by display ad provider Eyeblaster, found that the choice of right video, ad format, flash features and expansion played a far more significant role in engaging the consumer than size. The Eyeblaster Research Global Benchmark Report 2009 looked at data of more than a quarter of a million of ads worldwide, including all sizes, formats and markets served between the third quarter of 2008 and the second quarter of 2009.
It provides a breakdown by ad formats across multiple regions suggests that for rich media.
Half leaderboards — sized 235×60 — are the top-performing rich media ad formats, followed by rectangle ad formats, sized 180×150.
Eyeblaster analysed the performance of the most popular ad format — polite banner — with and without video, across sizes. Results show that video increases performance significantly by 71%, regardless of size.
“Eyeblaster data suggests that physical size of a banner has less to do with performance than creative execution and rich media,” said Gal Trifon, CEO and co-founder at Eyeblaster. “This corroborates other published studies that reveal that bigger banners do not equate to better engagement.”
For standard banners, unit size is one of the major factors to attract users’ attention. The analysis indicated that on average, an increase of 50,000 pixels yields an increase of 0.044% in CTR, compared to the overall CTR of standard banners at 0.1%.
Click here to download the Eyeblaster Global Benchmarks 2009 research.