Bigger is better – reloaded

A discussion about large formats took place on some local blogs and was animated by the idea that “bigger is better” (or not) in terms of ad sizes, after MediaPro Interactive and INTACT Interactive announced introducing of larger banner formats.

As usual while the Romanian market does the talking and the others the working, the US-based web measurement company Compete made an interesting study by running the same ads in two different formats on MSN (300×250, box banner) and AOL(300×600, half-page banner). Positioning was on the right side of the page, the commercial message was identical, only the format was different. Here’s what they found out:

Conclusion: “the larger ad drew the attention of more would-be shoppers, but the smaller ad found a greater concentration of motivated buyers“.

Source: MediaPost.com