Biker Pros

If you are an online publisher making money off advertising, how do you decide which ad formats to display?

From: ABOUT.COM – Online Business / Hosting via Marketing Sherpa

Marketing Sherpa, a website specializing in online marketing, did some research on which IAB standard ad sizes got the highest click-through rates.

The chart shows some interesting takeaways:

1. Low click-through rates overall

With an average of only 0.21% of impressions generating a click, display ads are generally low performing. Marketing Sherpa points out:

Online ads are branding tools. Direct clicks are simply a happy byproduct. In the context of direct response, online ads appear to be, at best, moderately successful.

2. Larger is slightly better

The largest ad sizes — 728×90 leaderboards and 300×250 rectangles — perform above average.

They are also the top 2 most popular ad formats according to Nielson (Sept 2008).

It’s possible the higher click-through rates are due to placement since these two large ad formats are typically used above the fold (eg., in the header of a website). Note that these are the two ad formats used here at About.com above the fold.

3. 468×60 banners perform the worst

The oldest format, the original banner size of 468×60, performs the worst! It may be due to the fact that users have learned to ignore ads of this size. Another possible reason is that because it’s smaller than other formats, the 468×60 is typically buried within content, and not given prominent placement like the 728×90 leaderboard size.

Rethinking Banner Ads

When it comes to banner ads, asking about click rates actually misses the point. As this chart demonstrates, response rates for online ads are typically low, no matter what their size. Ironically, low clicks don’t necessarily mean the ads aren’t working.

Given this moderate success, it’s important to maximize response — because ads that garner any clicks are likely doing a good job fulfilling their real purpose: strengthening brand and catching the eye.

Ad Unit Guidelines

The IAB Ad Unit Guidelines are intended for marketers, agencies and media companies for use in the creating, planning, buying and selling of interactive marketing and advertising. The IAB’s Ad Sizes Working Group meets on a bi-annual basis to review proposed new ad units and issue updated voluntary guidelines as appropriate.

Rectangles and Pop-Ups

Banners and Buttons

Skyscrapers

ADDITIONAL NOTES:

• Those sizes that are bold above are part of the Universal Ad Package
• :15 animation includes multiple loops

About the IAB

Founded in 1996, the Interactive Advertising Bureau represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.

We work with our clients to increase their name recognition, improve their website performance and positively affect their sales. Call us @ 919-383-0500 to see what we can do for you.