Interactive the future for European online ads

'Entertainment' is the buzzword in online advertising formats, according to a report released today from the European Interactive Advertising Association and the Online Publishers Association Europe.

The report, which surveyed the popularity of six ad formats between July and December 2006, found the larger package 728 x 90 Super Banner and the 300 x 250 Medium Rectangle-MPU came up trumps across the member networks of both companies.

They account for 68 per cent of the formats delivered by EIAA member networks and 86 per cent for OPA Europe.

The research also revealed the UK, Spanish, Dutch and Nordic markets to be predominant users of the Super Banner while the French and Italian regions were mostly in favour of the MPU.

The traditional Banner format is struggling, however, and became an increasingly unpopular choice in 2006, dropping from 21 to 13 per cent in the total number of ad formats delivered from January to December.

The results indicate that advertisers are increasingly turning to rich media and video streaming, where the scope for creativity and interactivity is growing, to interact with consumers and get their brand message across with impact.

Koro Castellano, president of the OPA Europe, said: "The results of this study point out certain differences between portals and our members' news and information sites. But at the same time, the trend for both is towards ever more creative and engaging online ads. The future is bright for online brand advertisers."

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