Google recently announced that it stopped using the 468 by 60 pixel banner, one of the most emblematic ad space formats of the digital industry. This is due, in part, to the brands and marketers demanding bigger spaces, which allows them to develop a more complete user interaction, called engagement.
A “drop in performance” of the most long-lived banner on the internet is the reason that Jonathan Bellack, the advertising manager of Google, gave in order to justify the decision to abandon it.
The most popular industry formats, which account for 80 percent of the impressions, according to a study from DoubleClick, continue to be three: rectangle 300×250, leaderboard (728×90), and skyscraper 160×600. According to this same report, the smaller formats are losing popularity.
Rising Stars. In search of better interaction, the IAB (Interactive Advertising Bureau), which regulates the ads on the internet and other digital media, recently released the information that two types of banner formats exist which target an improved performance: better, for the enriched formats (or rich media advertising with audio, video, or expandables) and best, which incorporate these multimedia components in the same piece, with the possibility of complementing them with social networks, maps, surveys and video.
In this context, at the end of last year the IAB launched a competition for which agencies and designers presented formats that become the industry standard of digital advertising. The six selected formats were: portrait, pushdown, side kick, slider, billboard, and filmstrip (see Advertising Goes Big). This gives priority to the content that is useful to the user about the traditional advertising message.
More Impact. The new interactive advertising formats tend to be less invasive, since usually they require the user’s permission to “say something” and they integrate themselves in a harmonious way with the main content, eliminating perceptive dissonances and presenting themselves to the user as a useful block of content.
Advertising Goes Big
- Portrait: 300×1050. Contains 3 modules, one large and two small, which allow video, images, audio, and social networks.
- Pushdown: 970×90 which expands to 970×415 when the cursor passes over it. It can show high definition content such as video, photos, images, animations, and applications.
- Side kick: A lateral area of 300×250 with different blocks of information that become activated in a new block, 300×250, filling the page.
- Slider: a slider bar and a lower block, 300×250, that is activated by the user. The sliding content appears on the right side of the page.
- Billboard: a 970×250, high visibility that gives contour to the interaction.
- Filmstrip: a strip of content that occupies the place of 300×600 blocks. Consumers obtain an interactive experience, rich in content, which does not obstruct vision.
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