Adlink relies on large-scale advertising formats
In Europe, advertisers are increasingly turning to large-scale advertising formats to reach their customers. This is why Adlink relies exclusively on the rectangle advertising medium for the Superpool, among others.
In Europe, advertisers are increasingly turning to large-scale advertising formats to reach their customers. This is why Adlink relies exclusively on the rectangle advertising medium for the Superpool, among others. By far the most popular forms of advertising are the leaderboard and the rectangle MPU (Messaging Plus Unit). This is the conclusion of a study published in May by the EIAA (European Interactive Advertising Association) and OPA Europe (Online Publishers Association Europe). It examined the use of different advertising formats throughout Europe on the European online network of all participating EIAA members by evaluating over 300 billion ad impressions on the members' websites.
Leaderboards and rectangles are characterized by their large surface area. These formats account for 35 and 33 percent of all advertising media examined and increased their share in the second half of 2006 by six and seven percentage points respectively at the expense of traditional forms of advertising such as the full banner or the wide skyscraper.
According to the Adlink communiqué, the company uses the rectangle advertising medium exclusively for the high-reach Superpool, which bundles the most popular Swiss websites into one offer. The fact that the rectangle medium is also ideal for streaming ads is another plus for this form of advertising.
Leaderboards and rectangles are characterized by their large surface area. These formats account for 35 and 33 percent of all advertising media examined and increased their share in the second half of 2006 by six and seven percentage points respectively at the expense of traditional forms of advertising such as the full banner or the wide skyscraper.
According to the Adlink communiqué, the company uses the rectangle advertising medium exclusively for the high-reach Superpool, which bundles the most popular Swiss websites into one offer. The fact that the rectangle medium is also ideal for streaming ads is another plus for this form of advertising.
