Half banners 'effective for lead generation'

Ads which are integrated into a webpage may be more effective in achieving lead generation and Rich Media with video campaigns are the most successful, new research has suggested.

Half banners and other ads which are integrated into a webpage may be more effective in achieving lead generation than other varieties, new research has suggested.

The study, carried out by Dynamic Logic, found that ads such as leaderboards and skyscrapers, which frame the webpage, were not as effective as rectangles and half banners.

Ken Mallon, Dynamic Logic's senior vice-president of custom solutions, highlighted creative quality as the key factor for achieving success in advertising, but he noted that he would be interested to see how the latest, bigger advert styles fare.

"Bigger doesn't always mean better, but these new ad formats are quite unique and we look forward to testing them," he said.

This research, carried out over three years and monitoring 2,390 online display campaigns, also concluded that the most effective form of delivery was using Rich Media with Video.

Last month Dynamic Logic announced that they would be forming a partnership with Compete, a firm that studies online consumer behaviour.

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