Banner ads are advertising agencies' medium of choice when it comes to buying online advertising, according to an Arbitron Internet Information Services survey of 100 ad executives. The survey found that 77% of agencies buy online ads on behalf of clients with the most popular formats being banner ads, with an 82% usage rate, and sponsorships, with 43% usage. The Arbitron survey, which included focused questions about advertising on radio Webcast sites, found that just 20% of agencies buying online ads have targeted Webcasts. But the majority of ad executives, 81%, believed the usage of Webcasts ad will increase significantly in the next three years.
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