Online Advertisers Turn Away From Banner Ads

Banner ads are declining in popularity, according to research from online analysis group, LemonAd.

The research shows that in 2002 just 68% of online ads in Europe were banner ads, compared with 80% in 2001. Despite this drop, banner ads remained the most popular format for internet advertising.

In comparison, skyscraper ad formats became more popular last year, accounting for 15% of all European online ads, up from just 4% in 2001. Skyscraper ads run vertically down the side of web page and vary in size. Critics of this increasingly popular format have argued such ads are intrusive, that they slowdown page loads and interrupt content.

The IAB recently announced standard sizes for skyscraper ads as part of an initiative to simplify the online planning and buying process (see IAB Promotes New Large Ad Formats).

The research also shows that the popularity of button ads remained fairly flat between 2001 and 2002, rising by just 1% to make up 17% of European online ads in 2002.

A recent study from DoubleClick into the type of marketing that connects consumers with brands suggests that online advertising is more effective than TV or print in driving traffic to websites (see Online Ads Found To Influence Purchase Decisions).

Earlier this week the Interactive Advertising Bureau appointed former ITV and Pearson chief executive, Richard Eyre, as its chairman to drive the growth of online advertising (see IAB Appoints Eyre To Drive Growth Of Online Advertising).

LemonAd: 020 7247 7722 www.lemonad.com

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