New report shows marked increase in popularity of the Super Banner & MPU*

 

24 April, 2007 – According to a new report released today by the European Interactive Advertising Association (EIAA) and the Online Publishers Association Europe (OPA Europe), advertisers are embracing ‘entertaining’ online ad formats as a way to interact and engage with their consumers and communicate brand messages. According to EIAA member data, use of the Super Banner and Medium Rectangle - MPU formats rose substantially across Europe in the last six months of 2006 compared to the first half of the year.

 

The latest EIAA European Ad Formats Report explores the usage and popularity of specific ad formats on members’ networks across Europe, combined with figures from the OPA Europe, and highlights how these ad formats have become increasingly popular across Europe and looks at the factors driving their growth.  The formats analysed were the: 468 x 60 Traditional Banner, 120 x 600 Skyscraper, 160 x 600 Wide Skyscraper, 180 x 150 Rectangle, 300 x 250 Medium Rectangle – MPU and the 728 x 90 Super Banner. These six formats represent approximately 85% of all display ad impressions delivered across the combined EIAA and OPA Europe member networks during the six month period.

 

Across Europe, EIAA member data shows that the Traditional Banner has seen a relative slump in popularity, sinking to 13% (Jul-Dec 2006) of the total of these ad formats delivered from 21% (Jan-Jun 2006). At the other end of the scale, the larger package 728 x 90 Super Banner now represents 35% (up from 28%, Jan-Jun 2006) of the formats delivered while the 300 x 250 Medium Rectangle – MPU also now accounts for a third (33% up from 27%).

 

The OPA Europe figures demonstrate an even greater concentration on the bolder formats with the Super Banner and Medium Rectangle - MPU accounting for 86% of the formats delivered. This reflects the fact that advertisers have responded to the opportunity to deliver greater impact and creativity to consumers through these formats across the OPA Europe members’ news and information sites.

 

Rich media advertisements with their increased capabilities for creativity and interactivity, in particular for streaming video, are grabbing the attention of advertisers and consumers alike. In turn, media owners are responding to the demand from both camps for these larger size creatives. More impactful and interactive consumer advertising improves the user experience and retention whilst the increased flexibility and creativity these formats deliver mean that advertisers benefit from greater ‘visual take-out’ of the execution and better brand recall.

 

According to the EIAA member figures, there are evident local distinctions in format usage. The UK, Spanish, Dutch and Nordic markets are predominantly using the Super Banner while the French and Italian regions have seen the biggest boost in MPU. Most significantly, Germany has seen a phenomenal pull towards the Medium Rectangle with a 225% growth rate since the first six months of the year, much of the share seemingly being diverted from the Traditional Banner (now down to a 10% share from 25%).

 

 

 

Michael Kleindl, Chairman of the EIAA, comments:  “As consumer time online grows and activity shifts from task-based activities to daily amusement, advertisers are turning to formats which offer them ideas-based opportunities, which grab the attention of ‘leisure’ consumers, engage and inspire them. As a result, the popularity of rich media advertising is intensifying, as it affords a more interactive user experience, enabling a two way communication with customers and opening the gates for a better brand response.”

 

 

 

Koro Castellano, President of the OPA Europe, adds:  “The results of this study point out certain differences between portals and our members’ news and information sites. But at the same time, the trend for both is towards ever more creative and engaging online ads. The future is bright for online brand advertisers.”

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*Messaging Plus Unit (MPU)

The EIAA European Ad Formats Report is based on over 300 billion online ad impressions delivered across the combined EIAA and OPA Europe member networks between July and December 2006.

 

The European Interactive Advertising Association (www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AD Europe, AdLINK Internet Media AG, AOL Europe, Microsoft Digital Advertising Solutions, Tiscali, Yahoo! Europe, LYCOS Europe and wunderLOOP. It is chaired by Michael Kleindl, Managing Partner of Valkiria Network. The EIAA members’ networks account for 79% of the European online audience.

 

Founded in March 2003 by some of the European Internet’s leading content brands, the OPA Europe is an organization dedicated to represent the interests of first-rate online publishers before the advertising community, the press, governmental and European institutions and the public at large. Through credible research and ongoing communications, OPA Europe seeks to establish and promote the Internet as an effective advertising medium for marketers and a sustainable media business for publishers, thereby ensuring the continued availability of quality content to serve the public good.

 

Members of OPA Europe are : 20Minutos.es (Spain), Agora (Poland), BusinessWeek (Europe), CNET Networks (Europe), Gruppo Espresso (Italy), Group Financial Times (Les Echos in France and Financial Times Deutschland in Germany), International Herald Tribune (Europe), Khatimerini (Greece), Le Monde Interactif (France), Le Temps (Switzerland), Prisacom/El País (Spain), RCS Mediagroup (Italy), El Mundo (Spain) and Spiegel Online (Germany).

 

Alison Fennah                                       Emma Fanshawe/Rebecca Williams

Executive Director                                 Red Consultancy

EIAA                                                         Tel: +44 20 7025 6500

Tel: +44 1536 712710                          Email:emma.fanshawe@redconsultancy.com

email: afennah@eiaa.net                                rebecca.williams@redconsultancy.com        

 

Amy Porter

OPA Europe Operations Manager

Tel. +33 1 3054 4659

Mob. + 33 6 0959 8763

email: info@opa-europe.org

www.opa-europe.org