3 insights on online display advertising and ad sizes in august

The digital advertising landscape is constantly in flux. From new ad tech vendors entering the market to frequent IAB announcements, it seems like there’s always a piece of news to report. We want to share what we’re seeing now in SRDS.com.

Here are a few insights into what’s going on in display advertising.

  1. While the Leaderboard, Medium Rectangle and Wide Skyscraper are the clear front-runners as the most popular ad sizes, can you guess what's fourth on the list? It's the Half Page 300x600 unit. Although this ad size only accounts for 6% of all ads running on SRDS.com-listed sites, about 25% of sites feature an ad with this size.
  2. The most popular non-IAB standard ad size is the Full Banner 468x60. It was delisted by the IAB but it's definitely not dead. This unit still appears on almost 20% of sites listed in SRDS.com. Examples include PerezHilton.com and Fishing.com.
  3. There are dozens of ad sizes that the IAB doesn’t include in its IAB Standard Ad Unit Portfolio, but which are the most popular? Those are the 100x75, 640x480 and 300x300.  About 28% of listed websites are running at least one of those sizes. We’re curious if there’s a chance that IAB might recognize them in the next few years. What do you think?

We’ll keep an eye out on any additional trends or changes we identify in digital ad sizes and make sure to post about them, so check back often!

Kantar Media SRDS is committed to making digital media planning more efficient and effective. The SRDS.com Digital Media database provides a wealth of data, research and intelligence on over 20,000 U.S. websites that accept advertising, and 200 online ad networks and exchanges. We monitor almost 90 ad sizes served on websites, including IAB-Standard, IAB Rising Stars, IAB Delisted and Non-IAB.

*Research Methodology:  Kantar Media SRDS uses third-party real-time technology to detect the ad units and formats running on websites that accept advertising at various times during a given time period. This analysis was conducted by applying this technology to 16,608 websites (and 68,921 online ads) during August 2013.

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