3 April 2012 - 5:16pm | posted by | 0 comments

Large format display ads winning online eyeball battle

Large format display ads winning online eyeball battleLarge format display ads winning online eyeball battle

Microsoft Advertising have published fresh research which attempts to quantify the respective impacts of so called ‘premium’ and ‘standard’ online advertising.

They found that premium ads, those multimedia extravaganzas which soak up so much screen real estate they are difficult to ignore, fuel a 30% increase in the number of browsers who concur with the statement: “This ad makes me want to click on it.”

This led to a direct 29% increase in purchase intent over more diminutive alternatives.

Moreover 73% report noticing the ads within the first eight seconds of logging in, a huge 78% increase over the equivalent ‘standard’ ads which tend to be tucked away on page extremities.

The findings bolster the Interactive Advertising Bureau who published recent research titled “Size Matters”, which pushed for uptake of their Billboard, Filmstrip and Pushdown (pictured) formats.

Andy Hart, General Manager for Advertising & Online and Microsoft Advertising UK says: “Our ‘Premium Formats research’ reinforces the importance of ensuring brands develop a compelling story, at the right time within a credible context.“

Tim Elkington, Director of Research and Strategy at the IAB added: “Complimenting the findings of our recent study, ’Building Brands Online: Size Matters’, it’s clear advertisers using the new large display formats are reaping the benefits. Standard formats continue to be important but the finalists of our Future Formats Award push the boundaries for brand campaigns.“

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...