September 1, 2009 – A new study released by Dynamic Logic shows that advertising that is integrated in content, such as half banners and rectangles, drive online sales more than ads that frame a web page, including leaderboards and skyscrapers.
The new study, published in part by the Center for Media Research, is based on2,390 online display campaigns that went up over the last 3 years. The project shows that bigger ads don’t really result in bigger sales, and that display ads that exist within relevant content have the best chances of resulting in a sale.
The same study also found that ads that used Rich Media with Video resulted in the biggest brand impact, including overall brand awareness, especially compared to Simple Flash and Rich Media without Video formats.
Check out the entire brief on Mediapost for more info about the ad study.
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