• by November 20, 2000

A recently released report from AdRelevance, determines that "standard" banners on websites account for only 37% of the impressions, though 80% of the advertisers online include them! This study finds that buttons and off size (or shape) banners develop almost 2/3 of the impressions.

Key findings from the AdRelevance Special Report include:

- Though the full banner accounts for the largest number of ads per company (18.3 average), it gets far less exposure than other ad types, based on impressions per ad. - GIF animation is the most prevalent ad technology, used in approximately 19 of every 25 ads per company and amounts to 58 percent of total impressions. - The average advertiser creates only 5 JPEG image ads that account for 40 percent of ad impressions. - The automotive industry uses image ads (50 percent of industry impressions)

- The business-to-business industry relies on form ads (60 percent of industry impressions)

- Advertisers continue to use animated GIFs and JPEG images in spite of technology advances.

Some of the reported data looks like this:

 Advertising Dimensions 
 Dimension      %
Sites  % Advertisers 
                Offering     Using 
 Full Banner       97          80
 Micro Button      76          16
 Short Button      68          25
 Medium Button     52
14
 Half Banner       42          14
 Tall Button       36          13
 Short Banner      29           3
 Vertical Banner   16           6
  Share of Impressions by Ad Type
 Ad
Type     Share of Impressions (%)
 Full Banner     37
 Short Button    19
 Micro Button    18
 Half Banner     16
 Medium Button    4
 Tall Button      4
 Short Banner     1

Vertical Banner  1
  Impressions Delivered by Advertising Format (September)
 Ad Type     Ratio of Impressions Per Size
 Half Banner    537,472
 Micro Button   498,762
 Short Button
295,500
 Short Banner   194,609
 Medium Button  132,915
 Tall Button    124,781
 Full Banner     59,564
 Vertical Banner 57,267

Source for all tables: AdRelevance/ Jupiter Media Metrix

For more information click here.