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Consolidation of formats helping online advertisers

Increasing consolidation in online ad formats across Europe is making cross-regional online campaigns more efficient, according to the European Interactive Advertising Association.

A new report from the EIAA shows that just six popular formats account for around 85% of display ad impressions delivered.

These are the 468x60 traditional banner; the 120x600 skyscraper; the 160x600 skyscraper; the 180x150 rectangle; the 300x250 messaging plus unit and the 728x90 super banner.

Michael Kleindl, chairman of the EIAA, said: "Too many formats have always proved a major issue for advertisers, with 30% admitting that insufficient standardisation has impacted heavily on delivering a coordinated and creative branding message.

"Our research demonstrates that advertisers now have the means to execute simplified, cost-effective and consistent campaigns, even across multiple regions."

Super-banner impressions have grown 223% since 2004 and now account for 30% of impressions resulting from all six formats, while the traditional banner has seen a decline in usage.

The MPU's suitability for streaming video has helped it grow 143% since 2004 and it now accounts for 27.2% of impressions resulting from all six formats.

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