Despite Full Banner Popularity, Other Ad Formats Account for Majority of Online Impressions and Garner Greater Exposure, Reports AdRelevance Unit of Jupiter Media Metrix.Business Editors, High-Tech/Advertising Writers NEW YORK--(BUSINESS WIRE)--Nov. 6, 2000 New Study Finds Online Ad Formats Other Than Full Banners Account for 63 Percent of All Impressions Although 80 percent of advertisers use the full banner in online campaigns, other ad formats account for a majority of impressions and garner far greater exposure on the web, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a report released today by AdRelevance, a Jupiter Media Metrix company (Nasdaq:JMXI) and innovator in next-generation Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. measurement technology. Buttons (short, micro, medium and tall) and different sized banners (half, short and vertical) collectively make up 63 percent of all online ad impressions, while standard banners account for only 37 percent. Key findings from the latest AdRelevance Special Report, which tracks and analyzes all sizes of banner and button ads on the web in September 2000, include: -- Though the full banner accounts for the largest number of ads per company (18.3 on average), it garners far less exposure than other ad types, when measuring impressions per ad. With the exception of the vertical banner, advertisers are running all ad formats longer than the full banner (see Table C below). -- Most advertisers rely on buttons -- short (25 percent), micro (16 percent), and medium (14 percent) -- ahead of other banner sizes - half (14 percent), vertical (6 percent), and short (3 percent). -- Despite the range of available options, GIF animation is the most prevalent ad technology. On average, GIF animation is used in approximately 19 of every 25 ads per company and amounts to 58 percent of total impressions. -- On the other hand, the average advertiser creates only 5 JPEG image ads that account for 40 percent of ad impressions. "While the ubiquitous Found in large quantities everywhere. This English word means "all over the place." full banner continues to dominate when we look at the percentage of advertisers using it and sites supporting it, it's interesting to note that advertisers are increasingly relying on other ad sizes and formats in their online campaigns," said Charlie Buchwalter, vice president of media research for AdRelevance. "The latest AdRelevance data shows that smaller ad elements, such as micro buttons, short buttons and short banners, are garnering more exposure than the standard banner. While advertisers are creating more full banners than other types, the other ads account for the majority of impressions."
Table A: Prevalence of Advertising Dimensions
Source: AdRelevance, a Jupiter Media Metrix company
Dimension Sites Offering Advertisers
Dimension (%) Using Dimension (%)
--------- -------------- ------------------
Full Banner 97 80
Micro Button 76 16
Short Button 68 25
Medium Button 52 14
Half Banner 42 14
Tall Button 36 13
Short Banner 29 3
Vertical Banner 16 6
Table B: Share of Impressions by Ad Type
Source: AdRelevance, a Jupiter Media Metrix company
Ad Type Share of Impressions (%)
------- ------------------------
Full Banner 37
Short Button 19
Micro Button 18
Half Banner 16
Medium Button 4
Tall Button 4
Short Banner 1
Vertical Banner 1
Table C: Impressions Delivered by Advertising Format
Source: AdRelevance, a Jupiter Media Metrix company
Ad Type Ratio of Impressions Per Size
------------ -----------------------------
Half Banner 537,472
Micro Button 498,762
Short Button 295,500
Short Banner 194,609
Medium Button 132,915
Tall Button 124,781
Full Banner 59,564
Vertical Banner 57,267
Usage of Ad Sizes and Technologies by Industry Ad sizes other than the standard banner also account for a majority of impressions among several individual industries: consumer goods consumer goods Any tangible commodity purchased by households to satisfy their wants and needs. Consumer goods may be durable or nondurable. Durable goods (e.g., autos, furniture, and appliances) have a significant life span, often defined as three years or more, and , financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , software, telecommunications Communicating information, including data, text, pictures, voice and video over long distance. See communications. , travel, web media and retail advertisers. The AdRelevance Report shows that not all industries have the same technological needs, especially when it comes to animation. The automotive industry The automotive industry is the industry involved in the design, development, manufacture, marketing, and sale of motor vehicles. In 2006, more than 69 million motor vehicles, including cars and commercial vehicles were produced worldwide. , for example, uses image ads (50 percent of industry impressions) to show a visual of a vehicle, while the business-to-business industry relies on form ads (60 percent of industry impressions) more than other industries. "It appears that while sites are making efforts to accommodate newer ad technologies, advertisers remain grounded in the old standards -- simple animations and images," Buchwalter said. "Although rich media is out there and growing, it has yet to surpass the popularity of animated GIFs A moving picture in GIF format, which is made up of a series of frames. When displayed, they provide an animated sequence that cycles over and over without stopping. Although popular on the Web, animated GIFs are larger than single-frame GIFs and take longer to download. and JPEG JPEG in full Joint Photographic Experts Group Standard computer file format for storing graphic images in a compressed form for general use. JPEG images are compressed using a mathematical algorithm. images. As broadband and other high-speed connection solutions become more readily available and online ad technologies mature, however, expect rich media to be a cornerstone cornerstone Ceremonial building block, dated or otherwise inscribed, usually placed in an outer wall of a building to commemorate its dedication. Often the stone is hollowed out to contain newspapers, photographs, or other documents reflecting current customs, with a view to of all ads." A complete version of this AdRelevance Special Report, titled "Building Roads Less Traveled: Understanding the Usage of Ad Sizes and Technologies," can be viewed at http://intelligence.adrelevance.com and includes compelling ad metric charts and graphs as well as additional analytic an·a·lyt·ic or an·a·lyt·i·cal adj. 1. Of or relating to analysis or analytics. 2. Expert in or using analysis, especially one who thinks in a logical manner. 3. Psychoanalytic. insights on the findings. For more information on AdRelevance 2.0 -- the brand new second-generation online ad measurement service from AdRelevance -- and a free demo demo - /de'moh/ 1. A demonstration of a product, often of an early version or prototype. A demo is a far more effective way of inducing bugs to manifest themselves than any number of test runs, especially when important people are watching. 2. demo version. 3. or trial, please visit http://www.adrelevance.com or call 888/649-6540. Definitions Impressions: The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad. Animation Ad: Ad created using the Graphics Interchange Format (graphics, file format) Graphics Interchange Format - /gif/, occasionally /jif/ (GIF, GIF 89A) A standard for digitised images compressed with the LZW algorithm, defined in 1987 by CompuServe (CIS). (GIF GIF in full Graphics Interchange Format Standard computer file format for graphic images. GIF files use data compression to reduce the file size. The original version of the format was developed by CompuServe in 1987. ) that allows advertisers to create simple animated images. Image Ad: A static ad that does not use interactivity or animation. Form Ad: Ad that allows advertisers to include the elements available in HTML HTML in full HyperText Markup Language Markup language derived from SGML that is used to prepare hypertext documents. Relatively easy for nonprogrammers to master, HTML is the language used for documents on the World Wide Web. forms including text boxes and drop-down menus See pull-down menu. drop-down menu - pull-down menu . Editors Note: Unless otherwise noted, please source all data as the following: AdRelevance, a Jupiter Media Metrix company About AdRelevance, a Jupiter Media Metrix company AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. The company's advanced intelligent agent technology systematically and continuously scours scour, scours 1. the chemical and physical cleaning of fleece wool. 2. diarrhea. dietetic scour see dietary diarrhea. peat scour see secondary nutritional copper deficiency. the commercial Web universe, collecting online advertisements from more than half a million URLs. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the innovative AdRelevance service provides advertisers, agencies, media companies, marketers and financial analysts with critical information that tells them where, when and how competitors and potential clients are advertising on the Internet. Visit us at www.adrelevance.com for more information. About Jupiter Media Metrix Jupiter Media Metrix, formed by the merger of Jupiter Communications and Media Metrix, is a global leader in market intelligence for the new economy. The Company delivers innovative and comprehensive Internet measurement, analysis, intelligence and events to provide businesses with unmatched global resources for understanding and profiting from the Internet. Jupiter Media Metrix brings together world-class, innovative and market-leading products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and Jupiter Events. The Company is headquartered in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI MMXI Media Metrix Europe), and the Middle East. Visit us at www.jmm.com for more information. |
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