European Ad formats

EIAA has just published a new report (PDF, 220kb) on the popularity of online display ad formats of their european membersÂ’ networks. Analysing over 300 billion online ad impressions between July and December 2006, they’ve reached some interesting remarks:

  • Traditional Banner (aka full banner) is loosing popularity (now only 13%)
  • Super banners (aka leaderboards) are getting the biggest share with 35%,followed closely by the Medium Rectangle with 33% (shorthandly called M-Rec here in Portugal)
  • Rich media and video banners are also seeing strong interest from advertisers, thanks to improved user experience and customer retention

The European Interactive Advertising Association ( is a unique pan- European trade organization for sellers of interactive media.