For Online Display, Less Can Be More
NEW YORK When it comes to effective Web ads, integration is more powerful than “in your face,” at least according to a new report issued by digital marketing researcher Dynamic Logic.
The new report claims that smaller display ads, which appear within a Web page’s content, are often more impactful than larger, more intrusive ads that surround content for driving traditional brand metrics such as awareness and purchase intent. Specifically, Dynamic Logic found that in analyzing 2,390 display campaigns over three years, half banners (234 x 60 units) and rectangles (180 x 150) — placements that are often included in media buys simply to bring down the overall CPM — were more effective than larger, pricier placements such as leader-boards and skyscrapers.
That
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