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According to a new report by the European Interactive Advertising Association (EIAA), there has finally been a marked consolidation in online ad formats used across European websites. Six formats now represent approximately 85% of all display ad impressions delivered - which makes life for online marketers and designers a lot easier!

Six Common Banner Formats:

• 468 x 60 - Leaderboard
• 728 x 90 - Leaderboard (Super)
• 120 x 600 - Skyscraper
• 160 x 600 - Skyscraper (Super)
• 180 x 150 - Rectangle
• 300 x 250 - MPU

 

The 728×90 leaderboard has apparently seen a ‘phenomenal growth of 223%’ in the past two years. The 300 x 250 MPU has seen ‘a rise of 143% in popularity’ since 2004 - now representing 27.2% of the six main formats delivered. The volume of rich media ads delivered has also increased by 100% year on year.

Michael Kleindl, Chairman of the EIAA, comments: “Too many formats have always proved a major issue for advertisers with 30% admitting that insufficient standardisation has impacted heavily on delivering a coordinated and creative branding message.� I’ll second that – harder to sell and harder to traffic!
 
He goes on “Our research demonstrates that advertisers now have the means to execute simplified, cost-effective and consistent campaigns, even across multiple regions. Additionally, the rise in broadband penetration continues to provide greater scope to online creativity and ultimately brand perception through enhanced consumer engagement.� So that’s an increase in streaming video adverts and more interactive campaigns then.

Who are the EIAA? I wasn’t too sure as I only visit the IAB site usually in terms of guidelines on interactive advertising and ad formats. Apparently ‘The European Interactive Advertising Association is a unique pan-European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment.’… so now you know.

 

Technorati Tags: banner sizes, online advertising, leaderboard, skyscraper, MPU

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