• by Joe Mandese  @mp_joemandese, November 14, 2007

Maybe Kara Manatt’s presentation should have stayed in the dark. When the lights came back on. So did some disappointing data points showing that online video ads are declining in popularity among consumers.

Â

The most favorable online ad formats are banners, skyscrapers, advergames, and something called “ghost ads” (sounds spooky!). While online video ranks about halfway down the list, Manatt said they’ve eroded over the past few years.

“That can be attributed to the novelty wearing off,” she said, suggesting, “This really shows that it’s important to learn what really works in online video.”

The good news is that online vide ads still rank way above pop-ups and pop-unders.