Large 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.“