Read some stats from brandeo
that the 'Leaderboard'
ad format accounts for 61% of online banner page impressions, according to the centre for media research. Although this format is the most popular, this doesn't mean it is the most effective.
I'm pretty sure the MPU format gets more clicks.
I'll have a dig around for some research on this to make sure.
You are so right---the most popular doesn't necessarily mean the most effective.
Would love to see some effectiveness research by size...if you come across anything please let me know.
Thanks for the mention.
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