Full banners still most prevalent online ad, Media Metrix reports

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Although there are more Web sites carrying multiple types and sizes of online advertisements, 97% of all sites still carry standard banner ads, according to AdRelevance, a division of Media Metrix. Most sites now support four different ad formats, compared to three sizes in the second half of last year. Key findings from the AdRelevance Rate Card and Ad Dimensions Report, which analyzed non-negotiated rate card prices between January and June 2000 for banner and button advertisements on more than 400 Web sites: All popular ad dimensions are showing strong growth in terms of usage by sites, including banners and buttons; rate card prices for standard standard banners have declined slightly (down $2.70) in the past six months, dropping from an average full banner price of $33.22 to $30.52 per thousand impressions; during the same time period, advertisers upped online ad spending, with the average amount spent per company increasing 14% from $263,000 to $299,000.

Copyright August 2000, Crain Communications Inc.

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