For Marketing & Advertising Professionals

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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

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Executive Summary

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.

TABLE OF CONTENTS

• Online Display Ads Enjoy A Renaissance
• The Right Format Depends On Goal And Product

RECOMMENDATIONS

• Interactive Advertising Demands Discipline
• Supplemental Material
• Related Research Documents

This is an excerpt

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