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Study finds smaller online ads deliver more ‘time viewed’

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New York—Lotame, a targeted online advertising platform, said Tuesday that “medium rectangle” ads “demonstrated a distinct advantage” in time viewed when compared with leaderboard and skyscraper ads, according to a study of 148.3 million ads served in 2009.

Internet users spent an average of 13 seconds viewing each medium rectangle, 5.4 seconds viewing each leaderboard and 1.9 seconds viewing each skyscraper, according to Lotame’s study.

“Advertisers plan campaigns and buy ads based on traditionally accepted criteria, including size and placement; but the data clearly shows that the rates commonly charged for each ad type don’t accurately reflect the impact delivered to the audience,” Scott Hoffman, Lotame CMO, said in a statement.

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