Study: Interactive and eye-catching is a winner in online advertising

According to the results of the latest "Ad Formats Report" from the European Interactive Advertising Association (EIAA), the industry association for online marketers, two of the six main formats used in online advertising are the winners: rectangle and leaderboard. As Adlink announced on Tuesday, these are also becoming increasingly popular in Switzerland. The report examines the popularity and use of online advertising formats in the European network of EIAA members. But also the most important factors that lead to this. The increased use of the Internet for entertainment purposes now offers advertisers a more effective platform for communicating interactively with users, involving them directly and engaging in eye-catching brand communication. The increase in online advertising is due to the increase in broadband connections in households. Advertisers are pleased, as this means more opportunities for interactive and creatively sophisticated forms of advertising.
The results of the study (see chart) were presented on Online Advertising Day 2006. In Europe, only a few large-format advertising formats were able to establish themselves.