• by August 14, 2000

Although more sites are supporting multiple types and sizes of ads, 97% of all sites still carry the standard 468 x 60 banners, according to a new report released yesterday by AdRelevance. With more sites carrying five or more ad dimensions, the average site now supports four different ad formats, compared to three sizes in the second half of last year.

Marc Ryan, director of media research for the AdRelevance division of Media Metrix, commented, "While full banners top the online ad popularity list, we've also seen that sites are keeping their options open."

According to the report, all popular ad dimensions are showing strong growth in terms of usage by sites, including banners (Full - 4% growth, Short - 13%, Half - 10%, Vertical - 10%) and buttons (Tall - 33% growth, Medium - 14%, Short - nine%, Micro - 28%). Although only 16% of sites reported using vertical banners, making it the least popular ad dimension, it appears to be rising in usage over time, growing by 10% in the past six months.

Also, rate card prices for standard 468 x 60 banners have declined slightly (down $2.70) in the past six months, dropping from an average full banner price of $33.22 to $30.52 per thousand impressions (CPM). During the same time period, AdRelevance says, advertisers upped online ad spending, with the average amount spent per company increasing 14% from $263,000 to $299,000.

The report says that a majority of sites offer discounts on full banner rates, running from 20% to 39%, with the average discount at 33%.

Who said the banner was dead?