As it turns out bigger is not always better when it comes to ad banner performance according to a study by Dynamic Logic. It’s the quality of creative that determines impact and effectiveness. Excerpt from MediaPost:
“In most media, advertisers pay more for the biggest, and theoretically most noticeable advertising formats, because they believe they work better. But when it comes to online advertising, smaller, and ostensibly less expensive, may actually work better. That is the conclusion of new research unveiled this morning by advertising effectiveness researcher Dynamic Logic. ”We continue to believe that creative quality is the most important factor driving the success of online advertising,” Ken Mallon, senior vice president-custom solutions at Dynamic Logic added.
Read the full article: Bigger Isn’t Necessarily Better When It Comes To Online Ad Formats
