They say size doesn’t matter, but the Internet Advertising Bureau disagrees. New research from the UK-based IAB (there’s a US body too) shows that consumers pay a lot more attention to brands that don’t stick to the basics of online advertising.
The IAB UK just released a global study indicating that larger formats are “twice as effective at raising brand awareness” than the forms of advertising that have long ruled the Internet: banners, skyscrapers, and mid-page units.
The group checked out how well three larger formats – billboard, wallpaper, and half pagers – did compared to the old paradigm. Five key metrics were measured: ad awareness, brand awareness, brand favorability, message awareness, and purchase intent. Guess who won the fight?
“We’re certainly seeing a dramatic improvement since using the larger formats,” commented James Foord, VP of Business Development at shopping comparison site mysupermarket.co.uk. “The larger ads tend to, by default, have the better placements. Skyscrapers are a bit more flexible in terms of where you put them, so it’s not always in the best place for an impression.”
IAB’s director of research and strategy, Tim Elkington said, ‘“There’s a lot of excitement in the industry about new larger display formats and these important research findings show that this excitement is well placed. The new formats, in particular the Billboard and Wallpaper, deliver great results for advertisers against key brand metrics, especially at the start of the purchase funnel.”
So it appears that there don’t even need to be any kind of crazy moving images to grab consumer attention. Not yet, anyway.
UK-based IAB (there’s a US body too).