Superstitials most effective, report finds

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New York--Give 'em the whole advertising message in multimedia format, not a banner. That's one lesson gleaned from a report issued Monday by research firm Millward Brown, which found newfangled Internet superstitials had more oomph than static banners and slower-to-load interstitial campaigns. By definition, superstitials deliver up to 100 kilobytes of graphic, text, sound and video without requiring user plug-ins. According to Millard Brown, 2,000 respondents favorably responded to superstitials 16% more frequently than they did to traditional interstitials and 11% more frequently than banners. The study was conducted in cooperation with a number of consumer advertisers, as well as business-to-business marketer Hewlett-Packard Co.
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