While the large rectangle unit and interactive
functionality generally work most effectively, marketers should
consider their product type, content environment, and campaign goals
in choosing the best format.
An interesting aspect of the Middle East market is the limited size
and type of ads used on publisher websites. However some of the more
advanced sites are beginning to introduce a new generation of ad
formats. However this should not be detrimental to older traditional
types such as rectangles and leader boards as research shows not
only are newer ad formats annoying to visitors, they do not result
in an increased level of product sales nor awareness.
Forrester research in a report published in February 2005 list four
format classes which they categorise as Content-Advertising
Relationship:
Interesting findings from Forrester included:
 Content
adjacent - original banner ads following the model of magazine ads.
AdRelevance reports the 468x60 banner has dropped to 18% of all
online ads. Dynamic Logic AdNorms show that 336x180 large
rectangle units generate 74% higher awareness than a banner.
Content
independent - This includes ads that are free from the confines of
the page or the linear stream of a broadcast, such as pop-up ads
spawning a new browser or floating ads appearing in the dynamic
HTML layer. Pop-up click through rates are 13 times higher than
banners but are now largely blocked on the browser.
Content
integrated - In this category, marketers meld content and
advertising, as BMW Films in the Internet's early days, to MSN's
advertorial Fit in the City section created for New Balance. A
Expandable
- This category of online formats was created by rich media vendors
seeking to resolve the dilemma of how to balance marketers' needs
for adequate space to tell their brand story without alienating
consumers.
The Content-Advertising Relationship Defines Ad
Formats
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