A new report has suggested that advertisers using rich media in promotional campaigns should not worry about how large the display is.
Marketers intending to use rich media adverts for lead generation should not focus their energy on the size of the banner, according to new research.
A report by Eyeblaster, which looked at more than 250,000 adverts across the world, showed that for standard format banners bigger is better, but that it is not the case with rich media.
Gal Trifon, chief executive officer and co-founder of the company, claimed that this survey supports previous research on the topic, which suggests that the level of engagement with consumers is dictated by other factors.
He explained: "Eyeblaster data suggests that physical size of a banner has less to do with performance than creative execution and rich media."
The report suggested that the most successful form of rich media adverts are half leaderboards, with rectangle adverts coming second.
Media Post defines rich media as a display that uses dynamic motion such as scrolling text, sounds or video.
15/10/2009
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