With So Many Different Online Ad Sizes, What Works?

August 20, 2009 | By Marc Porcelli | No Comments »

I am often asked what are the best formats when it comes to online banner ads, and what will create the best return. I do have preferences however the truth is there is no best format; it is only good creatives that will give you the best return! Outside of that, I personally like the 300×250 and 180×150 placements when they are properly frequency capped and targeted.  Keep in mind, I also am looking to acquire users or for an action to take place, not just for branding purposes.

Advertisers can have a full page takeover, and are going to get more clicks from it, but it will not nearly be as cost effective as having strong creative. Advertising Age today ran an article, Why Large Online Ad Formats Aren’t Industry’s Silver Bullet in which a study by Dynamic Logic finds that size matters less than placement, shape and creative. In the article, Ken Mallon, senior VP-custom solutions at Dynamic Logic states:

“In the digital world, lots of time is spent optimizing targeting and campaign frequency, but the most important factor is starting with a good ad,” said Mr. Mallon. “Just about any size will work better than a bad ad that’s huge.”

One of the challenges is finding which type of creative generally converts better. After all, not all users will respond across all sites to the same size and creative. To combat this, advertisers should strongly consider targeting by user interests or vertical targeting. For example, a dating advertisers would target singles, in their 30′s. A casual game company may target female users in their 30′s, and so on. The point is to have a general idea of what creative resonates the best within a vertical. All sites will convert differently, but this gives you a general best practice.

The big take-away is to focus on your creative and less on the size.

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Category: Creatives, Marketing Strategy, Online Marketing

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