New Ad Sizes

From: Adrian Funnell <afunnell_at_gobeyond.com>
Date: Mon 23 Apr 2001 10:57:25 -0500

Some working evidence on the effectiveness of new ad
sizes. Obviously as time progresses, the response rate
will go down on these ads. It would be interesting to
see how the size of these creatives is affecting
conversions as opposed to just clicks for different
objectives. We've been doing skyscrapers for well over
a year for many clients and they tend to do better
in terms of conversions as well as clicks, and the
final ROI is stronger then traditional ads. There is
also more research to be done on the brand effects of
such creative.

LARGER ADS HAVE SNOWBALL'S CHANCE:

 Despite the excitement about new, larger and more
 interactive online ads, the industry has yet to hear a
 deluge of success stories directly resulting from the
 new units. However, on Tuesday, teen network

 Snowball.com -- one of the early adopters of the new
 units -- released its first set of results.

 Based on a single campaign done for a female targeted
 over-the-counter health and beauty product, San
 Francisco-based Snowball.com found that the larger ads
 delivered a click volume of 18- to 36-times greater than
 with 468-by-60 banners.

 The campaign incorporated three of the new-sized,
 IAB-supported units. With the flash enabled rectangular
 ads, click activity was 25 percent greater than with a
 traditional banner ad. With the skyscraper unit it was
 18 times greater and with the pop-up, it 36 times
 greater. Snowball.com said it plans to release additional
 findings -- be they good or bad -- from other campaigns
 in the future. --Sarah J. Heim

Adrian Funnell| Account Planner
beyond interactive | digital advertising and media specialists

71 Stevenson, Suite 1125 | San Francisco | CA 94105 | USA
p415.343.5342| f 415.343.5301
afunnell@gobeyond.com | http://www.gobeyond.com/




Received on Mon Apr 23 2001 - 10:57:25 CDT