This is a guest post by Gal Topaz, an account manager at XTEND. You can view
XTEND’s blog here.
Hi Adsmarket Blog Readers,
This being my first guest post for the Adsmarket Blog, I wanted to make sure my
experience working with an ad network like XTEND would contribute to the
audience of an affiliate network like Adsmarket. There are so many things that ad
networks and affiliate networks have in common! So, to start off, I wanted to share
with you my thoughts on their recently released “Global Benchmark Report 2009″,
which, in summary, finds that bigger is not always better when it comes to ad size.
Interestingly, Eyeblaster found that standard banners achieved an average
click-through-rate of 0.1% worldwide, compared with 0.3% for rich media ads. So
if used correctly, the rich media banners have a much higher ROI. From our
experience on XTEND’s ad network, bigger banner sizes have always been equal
to higher click-thru-rates and better performance. This trend was also found in a
study conducted by the IAB [i]. It was found that larger ad units are 25% more
effective in key metrics.
I can use XTEND as a recent example. We are seeing increasing numbers of
Publishers that are offering larger and larger ad sizes in the hope of increasing
their revenue. Advertisers (assuming they have a limited budget and resources)
are facedwith the decision to invest in larger-sized regular banners or rich media
(which, due to their interactivity, make the creatives more appealing).
Of course, size does have an impact on rich media banners but it is not the best
indicator for their performance. What we came to realize is that when adding rich
media to banners, ROI may improve, but the equation becomes more complex.
The report indicates that the effectiveness of rich media banners has much more
to do with creative and placement than it does with size.
What is important about this report is the performance trade-off between size and
creativity. To add a personal note from my experience, I think content is the name
of the game. Size is never as important as a good creative, so I suggest spending
more time creating original content and detecting online trends. Stay simple in
creative and have users put their imagination to work for you.
[i] 1 Interactive Advertising Bureau (IAB). Available at: http://www.iab.net/about_