A new research by DoubleClick, reported today on MediaPost suggests that rich media usage continues to grow quarter by quarter, while larger ads have surpassed the smaller options in popularity. The article is pretty good because it’s filled with interesting numbers on the diffusion of different online ads formats. Large formats are getting more and more popular: for example, the leaderboard, a wide unit (728 x 90) that often appears at the top of web pages, is now the fastest growing size at 562% growth from Q2 2002, and is now the fourth most common size served by DoubleClick. Half-page ads (550 x 480) had the second highest response rate at .90%.
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