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Published on .

While more advertisers are experimenting with larger-format ads, overall rate cards slipped, and return on investment in online advertising is still unproven, according to a study released March 12 by Jupiter Media Metrix. The study found the use of vertical ads increased 70% during the fourth quarter of 2000. The number of different vertical banners jumped 2,809, to 4,725 during the fourth quarter.

Data released by Jupiter Media Metrix's Ad Relevance show vertical ads cost almost twice as much as banners, about $54 per thousand impressions, compared to horizontal banners, which cost about $28 per thousand. The study found that the average rate card dropped $3 from the third quarter.

Copyright March 2001, Crain Communications Inc.

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