Large ad formats popular with European marketers

A new report, based on over 300 billion online ad impressions, shows that European marketers are demanding larger, and more interactive, ads.

by Helen Leggatt

eiaa%20logo.gif The European Interactive Advertising Association’s (EIAA) ‘European Ad Format Report’, undertaken with the Online Publishers Association Europe (OPA Europe), shows that the traditional banner ad format, 468 x 60, decreased in popularity during 2006.

Traditional format ads accounted for 21 percent of formats delivered in the first half of 2006, dropping to 13 percent in the second half.

Attention-grabbing, interactive ads are becoming more popular with European advertisers. The large Super Banner (728 x 90) now accounts for 35 percent of formats delivered, followed by the Medium Rectangle (300 x 250).

“As consumer time online grows and activity shifts from task-based activities to daily amusement, advertisers are turning to formats which offer them ideas-based opportunities, which grab the attention of ‘leisure’ consumers, engage and inspire them,” said the Chairman of the EIAA, Michael Kleindl. “As a result, the popularity of rich media advertising is intensifying, as it affords a more interactive user experience, enabling a two way communication with customers and opening the gates for a better brand response.”