10/19/2009 11:53 am ET Updated May 25, 2011

Smaller ad units still punching above their weight

Near as I can figure out the half banner (234 x 60) and the rectangle (180 x 150) are the toughest kids on the block. For the second time in less than two months a reliable source has documented that the half banner and the rectangle yield substantially higher ad results than their peers.

First was Dynamic Logic, which issued a report in August showing the half banner and the rectangle as clear favorites. This week, Eyeblaster weighed-in with a study that showed the same thing.

The explanations and caveats varied in each case. Eyeblaster's results suggested that for standard (boring) banners, big is simply better. Dynamic Logic emphasized that creative played a leading role in the success of the advertising, and Eyeblaster agreed.

I'm open to all explanations. But the numbers say, simply, that half banners and rectangles are the one-two punch of online ad creative.

Why? I reckon that if someone conducts a series of focus groups asking users to react to different ad size and formats online we'll get our answer. And if I was the kind to bet on the fights I'd say it was because those units favor the experience of users online.

Good creative. Sensibly sized ad units.

Pow! Right in the kisser.


Eyeblaster Global Benchmark Report, 2009