February 7, 2005

What Online Ad Formats Work?

Matching Format To Product And Goals Is The Key

by Jim Nail

with Chris Charron, Jennifer Joseph

Executive Summary (This is a document excerpt)

Marketers returned to online ads in 2004, with spending on units like the banner — and its larger, more sophisticated successor ad units — growing more than 20%. Four categories of ads, based on their relationship to content, combined with three levels of functionality give interactive marketers a wide range of options. While the large rectangle unit and interactive functionality generally work most effectively, marketers should consider their product type, content environment, and campaign goals in choosing the best format.

Buy Risk-Free

Download and print PDF immediately. Price: US $1749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.