Ad Size Does Matter or why you should retire your 300×250 ads

When we review performance of campaigns with our advertiser, the most common feedback we get is that 320×50 ad sizes are very small and do not work well. Instead, many advertisers use 300×250 ad size as the main creative.

However, when closely examining the performance indicators for the different ad sizes we actually see a different picture.

CTR Analysis

Here is a graph showing the CTR (click through ratio) of each ad size. As you can see 300×250 shows remarkably low CTR compare to almost any other ad size.

CPC Analysis

And here is a comparison of CPC (Cost Per Click) for every ad size. Again, it is evident that 300×250 is under performing compare to many other ad sizes.

Conclusion?

As demonstrated, a common belief is misleading. And as a result many advertisers do not use their budgets optimally. The best way to avoid this is to trust the numbers and not be bound to prior gut feelings.

In many cases 320×50 is a great performer! don’t skip this ad format just because it is small.

Rafi Ton

With 7 years of experience in the AdTech industry and 15 years in leading technology companies, Rafi Ton is the founder and CEO of NUVIAD. He enjoys exploring new technologies and putting them to use in cutting-edge products and services, in the real world generating real money.

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