MediaMind: The Sidekick Banner Format Performs Best

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Digital advertising solution provider MediaMind has released a new study that examines the best performing display formats.

MediaMind analyzed the Dwell Rate and Average Dwell Duration of over 300,000 creatives. The dwell rate is the percentage of users exposed to a given piece of rich-media content or advertising who interact with that content moving their cursor over it – but not clicking on it.

The dwell duration, therefore, would be how long (in seconds, for example) the user dwelled over the ad. Dwell as a metric is linked to higher brand effectiveness, and some argue that it is a more relevant indicator of an ad’s impact than a click count alone.

The top five performing ad formats according to Media Mind are the Sidekick, the Pushdown, the Homepage Takeover, Messenger Ads and the Video Extender. According to the MediaMind research, the Sidekick format delivered a 60-percent higher Dwell Rate than a Polite Banner, and that users are 164 percent more likely to engage with a Pushdown banner.

“As users shift from more traditional media to online advertising, advertisers must recognize that the ad format is an essential part of the creative,” says Gal Trifon, general manager of MediaMind and chief digital officer of parent company DG. “From the tiny Messenger Ad to the Homepage Takeover, the right ad format can really make a difference for a brand.”

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Jon Design 02-26-2012 7:31 AM

My field is more of web design, not really advertising. Of course I find this all very interesting but it would be ever more so useful if there were examples or detailed descriptions of each of these top performing ad types. Yes, of course I can look up the industry terms individually, but I read web technology magazines like this one so I can do less research, not more.

ScottB 03-01-2012 7:11 AM

I agree. Why not show some examples and really make this a useful piece of content. Maybe a follow up since so many people will find this interesting but frustrating as well. You left us at the waters edge.

Doable Finance 03-20-2012 8:20 AM

Your banner images don't work.

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