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Interactive the future for European online ads

by Leigh Gower, Revolution UK 24-Apr-07, 14:15

LONDON - 'Entertainment' is the buzzword in online advertising formats, according to a report released today from the European Interactive Advertising Association and the Online Publishers Association Europe.

The report, which surveyed the popularity of six ad formats between July and December 2006, found the larger package 728 x 90 Super Banner and the 300 x 250 Medium Rectangle-MPU came up trumps across the member networks of both companies.

They account for 68 per cent of the formats delivered by EIAA member networks and 86 per cent for OPA Europe.

The research also revealed the UK, Spanish, Dutch and Nordic markets to be predominant users of the Super Banner while the French and Italian regions were mostly in favour of the MPU.

The traditional Banner format is struggling, however, and became an increasingly unpopular choice in 2006, dropping from 21 to 13 per cent in the total number of ad formats delivered from January to December.

The results indicate that advertisers are increasingly turning to rich media and video streaming, where the scope for creativity and interactivity is growing, to interact with consumers and get their brand message across with impact.

Koro Castellano, president of the OPA Europe, said: "The results of this study point out certain differences between portals and our members' news and information sites. But at the same time, the trend for both is towards ever more creative and engaging online ads. The future is bright for online brand advertisers."

Comments

Katrina Doran - 24/04/2007

Just get rid of annoying pop up ads - they are intrusive and personally I think they are negative for the brand who is advertising as they are seen as irritating and a nusance.

SARAH PROBERT-HILL - 24/04/2007

Agree but then you can opt out of pop-up ads.

DEBBIE PRIOR - 24/04/2007

negative for the brand and negative for the industry! Too many times have i had 'so your those people who do the popups!'

Phil Storey - 26/04/2007

They're at their worst when they actually have a negative impact on the users ability to interact with the page. Especially when you can't see the 'close' button!