Comments on: Turning Around Display: Why Ad Size Isn’t The Be-All And End-All http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/ The economics of digital content Tue, 18 Jun 2013 21:26:56 +0000 hourly 1 http://wordpress.com/ By: Jose Marin http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68468 Thu, 09 Apr 2009 18:20:54 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68468 David,
This article has a good explanation for new ad sizes. But regardless of new big ad sizes and click thru, some people will look at these big ads and explore what they are about. What we will need to seek after testing is conversions.
We, publishers, don't want to promote big ads with high click thru if people are not buying anything.
As Lori mentioned, “relevance” and more than 2 different display creative ads rotating are more likely to engage people to do something with the advertiser than just looking at his site.

]]> By: Lori Trahan http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68467 Thu, 09 Apr 2009 17:48:34 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68467 Could the absence of relevance have anything to do with display advertising's poor performance? Perhaps consumers are tuning out display ads because they simply don't speak to their interests. Smart marketers are using personalized offers and products to boost their display ROI — it not only drives the metrics that matter most to them (clicks, conversions and revenue) but also improves their overall brand marketing. I'm betting consumers would prefer that marketers focus on the content within display ads first, then decide if the ads need to be bigger.

]]> By: David Polakoff http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68466 Wed, 08 Apr 2009 21:17:18 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68466 Your last point is very significant; its not (necessarily) the form but the content. Ironically, my current posting is about commercial content, mostly focused on video content production. The ad agencies (and the client) need to do a much better job at creating provocative, attention grabbing commercial content (print, banner, video – whether website, television, or mobile). The consumer's so easily "ignore" ads because the content is not attention grabbing.
http://davidpolakoff.wordpress.com/2009/04/06/a-commercial-message/

Great piece, David. Thanks.

]]> By: Satya Patel http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68465 Wed, 08 Apr 2009 02:31:52 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68465 David, it's sad that the state of the art in online advertising is bigger ads, as I wrote here: http://bit.ly/fqPE. This is especially true when it seems that bigger ads don't work any better: http://bit.ly/zwXEo

]]> By: Tameka Kee http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68464 Tue, 07 Apr 2009 22:29:31 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68464 Ivan, pop-up blockers are a pretty common feature with newer versions of Firefox (and even Internet Explorer).

]]> By: Ivan http://paidcontent.org/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68463 Tue, 07 Apr 2009 21:41:24 +0000 http://paidcontent.wp.gostage.it/2009/04/07/419-for-display-ads-bigger-is-better-but-size-isnt-all-that-matters/#comment-68463 Most users have pop-up blockers? Where did this "factoid" come from?

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