In spite of all the bashing, banner ads still rule online, says Jupiter
Banner ads have taken a rap lately for their declining effectiveness, but they still dominate online, according to a new report from Jupiter Media Metrix. In fact, they’ve constituted as much as 52% of all online advertising each month for the past year, and they continue to grow. Banner ad impressions rose 39% to 32.9 billion in January from 23.6 billion in April, Jupiter found.
Shopping and auction sites remain the biggest users of banner ads. Shopping and auction sites were 31% more likely to use banner ads, according to Jupiter data, with banner ads still comprising 80% of all ads served on shopping sites and 19% of all advertising on auction sites.
In other findings, the study noted that the use of large format ads such as skyscrapers, squares and rectangles is slowly increasing, growing to 9% from 4% of all online ad impressions during the April-to-January period. Within large-format ads, skyscrapers are growing fastest: they’ve increased in popularity by 436% between April and January. Personal expression sites, including e-greeting card, wallpaper and clip art sites, are the biggest users of skyscrapers. 19% of all ads on such sites used in the skyscraper format in January of this year.
The study included only paid advertising and embedded ad formats, and not pop-ups, other high-tech formats or in-house promotions.
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