New Report Has Rich Media Ads Gaining on Standard Formats

Linc Wonham
by Linc Wonham 29 Jun, 2010

Today comScore introduced a brand new analytics report that should prove extremely valuable for Web advertisers and publishers. Serving the optimal type of online ads is essential for marketers, and the Ad Metrix Creative Summary examines the latest advertising intelligence down to the last pixel.

The full May 2010 report is now available to subscribing clients via the comScore MyMetrix interface, but below are some of the highlights.

Display Ads by Format
-    JPEG display ads led the market with 42.4 percent of all impressions in the U.S.
-    Nearly 60 percent of the impressions were of the standard GIF (14.1%) / JPEG (42.4%) variety combined
-    Flash and rich media ads combined to represent 40.3 percent of all display ads viewed

Display Ads by Size
-    Leaderboard-style banner ads (728 x 90) were the most commonly viewed display ad type by size (23.1%)
-    Rectangles followed closely behind (22.7%), followed by non-standard units (22.1%)
-    Medium rectangles (300 x 250) were the most commonly used specific ad size (18.6%), followed by leaderboards (18.3%) and buttons (120 x 90) at 14.7 percent.

Among the more significant data is the high percentage of impressions attributed to Flash and other rich media technology including HTML5, and the fact that because of blockers in most browsers today, pop-up and pop-under ads accounted for less than 1 percent of the overall impressions.