Lotame: Size matters in online advertising
ADOTAS — Medium rectangle ads have an advantage over the leaderboard format, according to a new study that compared the impact of different online ads.
Conducted by Lotame, a platform that enables targeted advertising to customizable audiences through social data, the study showed that 300 x 250 “medium rectangle” ads were view longer than the 728 x 90 “leaderboard” format typically found at the top of a page, and 160 x 600 “skyscraper” ads. The study was based on 148.3 million ads served in 2009.
While relative advertising rates for the three ad sizes vary according to the Website, page position and other factors, few if any reflect the distinct differences in the average time spent viewing each ad size. Of the ads studied by Lotame, internet users spent an average of 13 seconds viewing each medium rectangle, 5.4 seconds viewing each leaderboard, and 1.9 seconds viewing each skyscraper.
“Advertisers plan campaigns and buy ads based on traditionally accepted criteria including size and placement, but the data clearly shows that the rates commonly charged for each ad type don’t accurately reflect the impact delivered to the audience,” Scott Hoffman, CMO for Lotame, said in a statement.
According to the company, Lotame’s Exposure Tracker technology counts the time that a user actually spends viewing an ad without counting time when the ad is obscured, minimized or scrolled out of view. By accurately monitoring and combining the time each user spends with the ad in plain sight, Lotame can measure the actual impact on the desired audience. Basically, time spent removes what Lotame says is the single biggest flaw of traditional display advertising – the fact that an “impression” may not make any impression at all.
Reader Comments.
I think this study points out the value of box units over other sizes – which is already fairly well known based on performance…
However, 150MM Impressions (or 50MM of each size) is a relatively small sample size in the online world. I’d like to know more details, such a were these ads all reflective of the same campaign? conducted across the same sites and pages?
What was the position on the page for each of these ads (position matters a lot). Also how did they calculate view time? Was this an eye tracking study? Was this pageviews time on a page with each respective unit? The latter could skew the results greatly given a box unit often appears on content pages, while the others often appear on index pages.
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