Great insights from the Lotame team today:
In a finding that might seem to refute some conventional wisdom about the effectiveness of online advertising formats, the lowly rectangle has been found to be far more engaging than other premium ad formats, including to-of-the-page leaderboards, and page-scraping skyscrapers. The finding, which is the result of an extensive “time spent” analysis of nearly 150 million ads served during 2009 by social media ad optimization firm Lotame, found that 300 x 250 “medium rectangle” ads averaged 13 seconds of “viewing” exposure per user served vs. only 5.4 seconds for leaderboards and 1.9 seconds for skyscrapers.
Lotame , Apr 2009
You should read the whole article.
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