Enlarge your…relevance in advertising!

by Laurent François


In France, there’s an old quotation that says that all the small things are cute things.

All the things that are small are cute.

A very recent survey proves that this principle is also true for web ads.

“Small display ads which appear within the body of a web page’s content have greater impact than larger, more intrusive ads that surround content, according to a survey by Dynamic Logic. In a sample of 2,390 display campaigns over three years, smaller placements such as ‘half banners’ and ‘rectangles’ were found to be more effective than larger, more expensive placements. The large ads included ‘leader boards’ and ‘skyscrapers’.”

Now the question is no longer how to be the more technically “visible” but the more relevant. Context matters, moreover in advertising

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