Online advertisers are trying an increasing number of new ad formats, while at the same time rate cards have begun dropping, according to a report from Jupiter Media Metrix.

The study, released yesterday, revealed that the number of different vertical banners jumped 70% from 2,809 to 4,725 during Q4 last year.

The internet research firm also found that vertical ads cost nearly double the amount for horizontal banners – $54 per thousand impressions as opposed to $28. However, the study also found that the average rate card fell $3 in the fourth quarter compared to Q3.

News source: Advertising Age - Interactive Daily