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BizReport : Advertising archives : May 31, 2012

R.I.P 468x60 banner ad format

In a blog post today, Google announced the death of a once-popular banner ad format and the release of a new report to help publishers determine what does, and doesn't, work in online advertising.

by Helen Leggatt

tombstone.jpgGoogle's Direct of Product Management and Display Advertising, Jonathan Bellack, has recently blogged about the demise of the 468x60 banner ad.

"It might be time to hold a wake," writes Bellack. "This ad size dropped down to 3% of all impressions."

Instead, what Bellack refers to as the "three musketeers" of ad units - the medium rectangle, leader board, and skyscraper - account for nearly 80% of all impressions.

Google also announced a new report, "Display Business Trends: Publisher Edition", which Bellack says "will be the first in a series of publications looking at aggregated global data from across our display advertising solutions." The aim of the series of publications is to provide publishers with metrics that will answer their questions and "put some data behind long-held industry assumptions".

A live-streaming discussion on the future of buying and selling ads on line will take place on June 5th at Doubleclick Insights.

Tags: ad format, ad unit, ads, banner ad, display ads, Google, online advertising

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