Display Ad Impressions, CPMs Surge: Larger Formats Gaining
In April, nearly 60% of U.S. display ad impressions were of the standard GIF/JPEG variety, according to comScore's Ad Metrix report. JPEGs accounted for most of that – 42.4% of total ad impressions vs. 14.1% for GIFs.
Flash and rich media ads combined to represent 40.3 percent of all display ads viewed.
In terms of formats, banners accounted for 23.1% of all impressions, followed closely by rectangles (22.7%) and non-standard units (22.1%).
The most common specific ad sizes were medium rectangles (300 x 250 in dimension) at 18.6%, leaderboards (728 x 90) at 18.3%, and buttons (120 x 90) at 14.7%.
Pop-ups and pop-unders now represent less than 1% of all display ad impressions, most likely a function of the pop-up blockers now standard in most browsers.
New Online Publishers Association ad formats, such as the 970 x 418 pushdown and 468 x 648 XXL box, are just beginning to gain adoption and currently account for only 0.1% of impressions.
| Display Advertising Creative by Size May 2010 Total U.S. – Home & Work Locations Source: comScore Ad Metrix | ||
| Total Display Ad Impressions (000) | Share of Publisher Ad Impressions | |
| Total Internet | 408,621,155 | 100.0 |
| Banners | 94,296,399 | 23.1 |
| Rectangles | 92,646,426 | 22.7 |
| Non-Standard | 90,466,905 | 22.1 |
| Buttons | 84,667,578 | 20.7 |
| Skyscrapers | 43,475,848 | 10.6 |
| Pop-Ups and Pop-Unders | 2,810,584 | 0.7 |
| OPA Ad Formats | 257,415 | 0.1 |
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