Web display ads undergoing a 'strong resurgence,' says comScore
On Tuesday, new research from digital marketing intelligence firm comScore found that display ads were making a bounce back in terms of popularity.
"We've witnessed a strong resurgence in the display ad market over the past several months, with the number of impressions up 15 percent versus a year ago and average CPMs also continuing to rise," said Jeff Hackett, comScore senior vice president.
According to the report, standard GIF/JPEG display units were the most popular, accounting for nearly 59.6 percent of all views in the month of May. Flash and rich media ads combined represented an additional 40.3 percent.
The most common format was horizontal banners, which accounted for 23 percent of views. Rectangles, non-standard, buttons and skyscraper ads were also popular,representing an additional 70 percent. While pop-up ads were once commonplace on the web, the report shows they made up only 0.7 percent of views in May.
A recent report from MediaWeek indicates display ads are becoming especially popular among small businesses. This may be because many local companies that didn't previously have websites now do, the source speculates.
