Vertical Ads Cost Advertisers Double That of Horizontal Banners, Study Says

Share this article:
Vertical online ads cost advertisers nearly double the price of full-size horizontal banners, according to data compiled by AdRelevance, Jupiter Media Metrix's ad tracking service.


The company said yesterday that the cost for a vertical ad was $54 per 1,000 impressions, compared with a cost-per-thousand rate of $28 for horizontal banners.


The company said the cost of the horizontal ad banner fell to a CPM of $28 in fourth quarter 2000, from a CPM of $31 in the year-ago quarter, because of an increase in inventory coupled with decreased response rates and renewed emphasis on return on investment.


The study also found that the number of different vertical online ads increased nearly 70 percent in the quarter to 4,725 from 2,809 in the year-ago quarter. But Jupiter Media Metrix, New York, warned that their return on investment has not been proved and that publishers are embracing the new ads in an attempt to stimulate advertiser interest and increase revenues in a faltering market.


"Publishers are clearly experimenting with new and larger ad sizes in an attempt to increase online advertising revenue in what is undeniably a soft market," said Christopher Todd, an analyst at Jupiter Media Metrix.


The study also found that vertical ad banners received 1.9 billion impressions, or 20 percent of all ad impressions during the fourth quarter. However, the full horizontal ad banner remained the most common form of online advertising in the quarter, with 36 percent of all impressions.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.