Building Brands Online: Size matters

This presentation discusses research into three new and three established types of online advertising to assess relative effectiveness, using analysis of 940 global campaigns.
The formats analysed were billboard, wallpaper, half page, MPU, skyscraper and banner. Amongst other findings, it is revealed that wallpaper created the greatest uplift in brand awareness and billboard leads to the greatest ad awareness by a large margin. It is argued that larger format ads are most useful for driving awareness of new brands and at the start of campaigns....

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