Large Ad Sizes Are Up To The Challenge
For the most part, advertising banners and buttons have been reigning champs of the online advertising medium. According to a new report from Jupiter Media Metrix, the new contender for advertising online is the more larger embedded formats, skyscraper size or large square sizes. In early 2001, small sized banners maintained 46% of the paid banner advertising online. Studies recently this year show that small banners (usually 120x90 pixels) have fallen to 38%. Making up the difference and continuing to take more share of the market is the 120x600 pixel "skyscraper" format. Also gaining ground is the larger square and rectangle ad sizes.
The Interactive Advertising Bureau officially standardized the skyscraper size early in January, 2001 and rated it 69 in the most popular paid advertising size. So far, in the 2002 year it is ranked third most-used ad format on the web. That's quite a jump. Advertisers have always looked for unique ways and vehicles to communicate their products and services and the web is not different. Regular banners consist of the 468x60 full banner, the 234x60 half banner and are not about to be removed from the web just yet, but have given ground to larger sizes in 2001. The 2002 year should continue on a similar course where web sites experiment with larger ad sizes, giving prime real estate to paid advertisers. Go out there and get your space secured.
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