MediaLife: On the web, bigger must be better

Adrants pointed to a MediaLife story on a DoubleClick study indicating that the use of the newer and larger "Leaderboard" banner size quadrupled over the course of 2003, becoming the second most popular ad size on the internet. Interestingly, the Leaderboard size tends to generate only an average of a 0.2 clickrate, where the older and smaller banner size garnered a 0.4 clickrate. That figure is subject to much influence, however, by what sort of advertisers use the new size (branding rather than direct marketing) and where they are placed (consumer sites rather than B-to-B sites).