IAB larger ad units are slowly catching on

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New York--Large online ad formats proposed last year by the Interactive Advertising Bureau are slowly gaining ground among advertisers, according to Jupiter Media Metrix Inc.

Use of the large formats grew from 4% of total ad impressions in April 2001 to 9% in January. The total number of larger-format ad impressions grew from 2 billion to 5.7 billion over the same period.

The format was introduced in March 2001 amid much fanfare. Web publishers touted the ad format's ability to showcase more information and capture users' attention.

However, the industry still favors standard size banners, which captured at least 50% of total market share every month over the past year, Jupiter found.

The total number of banner impressions grew from 23.6 billion in April 2001 to 32.9 billion in January.

--Kate Maddox

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