Entertaining ad formats favoured by advertisers

by Lisa Simmons, Media Week 24-Apr-07

Advertisers are embracing "entertaining" online ad formats as a way to interact with and engage consumers, according to research by the European Interactive Advertising Association (EIAA) and the Online Publishers Association Europe.

The research shows that use of the super banner and medium rectangle
messaging plus unit (MPU) formats rose substantially across Europe in
the last six months of 2006, compared to the first half of the year.

The latest EIAA European Ad Formats Report explores the usage and

popularity of specific ad formats on members' networks across Europe,
combined with figures from the OPA Europe.

While the percentage of traditional banner ads in those networks
surveyed has slumped to 13% from 21%, the larger super banner is up from
28% to 35%, and the medium rectangle MPU now accounts for a third - 33%
up from 27%.

The OPA Europe figures show super banner and medium rectangle MPU
accounting for 86% of the formats delivered.

EIAA chairman Michael Kleindl said: "As consumer time online grows and
activity shifts from task-based activities to daily amusement,
advertisers are turning to formats that offer them ideas-based
opportunities, which grab the attention of leisure consumers, engage and
inspire them."

The formats analysed were the 468x60 traditional banner, 120x600
skyscraper, 160x600 wide skyscraper, 180x150 rectangle, 300x250 medium
rectangle MPU and the 728x90 super banner, which together represents
about 85% of all display ad impressions delivered across the combined
EIAA and OPA Europe member networks during the six-month period.

Local figures suggest the UK, Spanish, Dutch and Nordic markets are
predominantly using the super banner, while the French and Italian
regions have seen the biggest boost in MPU.

Germany has seen a huge pull towards the medium rectangle, with a 225%
growth rate compared to the first six months of 2006.