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Study: Digital ad placement and shape outperform ad size

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New York—Size isn’t everything when it comes to online display advertising. According to a new study by digital advertising measurement company Dynamic Logic, ad shape and placement are more effective in creating impact and conversion.

According to the Dynamic Logic’s research, based on 2,390 online display campaigns over the past three years drawn from its normative database, ads that are integrated into the content of a Web page, such as half banners and rectangles, are the most effective in driving online ad awareness and purchase intent. These beat out ads that frame the page, such as leaderboards and skyscrapers, according to the company.

The research also revealed that ad campaigns using rich media with video created the strongest brand impact, with simple Flash formats performing the worst.

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