ONLINE-ADS>> banner size standards

JohnBeaman (JRB_at_w3f.com)
Wed, 21 May 1997 09:08:53 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: rhoy_at_tenagra.com: "ONLINE-ADS>> Online article/symposium on who should control online"
• Previous message: Cliff Kurtzman: "ONLINE-ADS>> 3rd Annual Tenagra Awards Announced"

I realize this is an old message to respond with, but it is good
reference in the basis for arguments we have been discussing
regarding "Standards" as of late.

On Mon, 28 Apr 1997 16:35:08 -0400 (EDT), JefHampton_at_aol.com wrote:

>
> Also, it seems to me that there is an extra variable in this study for which
> there was no real control: banner size. Given the design of the experiment,
> it would be just as logical to conclude that small "square" banners
> outperformed large rectangular banners.

Someone suggested that the 468x60 Was "THE BANNER SIZE STANDARD"

Then, on Wed, 16 Apr 1997 18:38:22 -0700, dsamuel_at_thedj.com (David Samuel)
wrote:

>I'm researching the advertising model of audio spots when combined with
>the standard Internet banner. My company, TheDJ Network, broadcasts
>music on the web. Our current advertising model involves displaying the
>standard 468x60 animated GIF banner.

Seems that I have read that better than 80% of ALL banners viewed on the
Internet are 440x40. Why does this group insist on the larger size?
It takes longer to download, and covers more of the page being viewed
and therefor making it more intrusive. And where does it "say" than
"animated" is part of the standard? ( I am not picking on David
specifically, I just happened to find his reference as an example)

To quote from: http://www.ca-probate.com/comm_net.htm (which is a great
reference source for information regarding the banner movement).

"Internet Link Exchange Credibly claims to be the oldest and largest
banner exchange company, with over 100,000 participating sites and 4
million adviews per day (audited). [440x40,8K]"

4 million adviews (PER DAY!) at 440x40 seems more of a reference to be
called a "standard" than any particular ad agencies preference.

BTW, the "banner" is 400x40 with ILE adding a little 40x40 plug as do
most services (including my own). That gives a 400x40 for the customer.

Do we call the "standard" by few vocal companies using a particular
size, or by the number of banners being "presented"? THAT is the question.

I would like very much to see that the "marketing" industry represented
here to consider the "Standard" to be that which is more reasonable.

To have a few heavly financially supported agencies determining the
"standards" for an ad-hoc environment, like the Internet, seems rather
smug.

I would MUCH prefer the internet to evolve by the hand of inovators and
not by just money.

Always... only IMHO

- John

///, //// ======================================
\ /, / >. J. R. Beaman - mailto:JRBeaman_at_w3f.com
\ /, _/ /. The WWWeb Factory - http://www.w3f.com
\_ /_/ /. Buy American! - http://www.w3f.com/usa
\__/_ < Home of: http://www.w3f.com/projectusa
/<<< \_\_ ======================================
/,)^>>_._ \ This united States of America is NOT a
(/ \\ /\\\ Democracy. Get that thru your head NOW

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

CPM? Click-Thru'? Forget it! Pay for performance.
http://www.cybergold.com/sales_oa
CyberGold delivers guaranteed results.

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: rhoy_at_tenagra.com: "ONLINE-ADS>> Online article/symposium on who should control online"
• Previous message: Cliff Kurtzman: "ONLINE-ADS>> 3rd Annual Tenagra Awards Announced"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.