JPEG Accounts for almost Half of Display Impressions

June 29, 2010

More than four in 10 (42%) of US online display ad impressions in May 2010 were JPEG-formatted, according to new data from comScore.

JPEG, GIF Lead The Way
Combined, standard JPEG- and GIF-formatted display ads represented about six in 10 (59.6%) online impressions in the US in May 2010. This came out to 173.3 billion JPEG impressions and 57.7 billion GIF impressions, or a combined total of about 243.6 billion display ad impressions. Display ads resulted in about 408.6 billion impressions in the US during May 2010.


Flash and rich media ads combined to represent 40.3% of all display ads viewed, or about 164.5 billion impressions.

No Clear Leader in Shape
While JPEG was far and away the most common format for US display ads in May 2010, no similar favorite emerged for display ad shape. Banners (94.3 billion impressions, 23.1%), rectangles (92.6 billion impressions, 22.7%), non-standard (22.1%, 90.5 billion impressions) and buttons (84.7 billion, 20.7%) all captured similar market share. The one clear trend was the unpopularity of pop-up and pop-under ads (2.8 billion impressions, 0.7%) and OPA (257.4 million impressions, 0.1%).


300 x 250 Leading Ad Size
The most common specific ad sizes were medium rectangles (300 x 250 pixels in dimension) at 18.6%, leaderboards (728 x 90 pixels) at 18.3%, and buttons (120 x 90 pixels) at 14.7%.

Digital Marketers Focus on Impressions
A large majority of 2009 digital media spending was focused on impression-based buys, according to a recent study from digital marketing agency Razorfish. “Razorfish Outlook Report 2010” indicates that two impression-based forms of digital advertising: cost-per-thousand (CPM, 48%) and cost-per-click (CPC, 36%) accounted for the majority of its digital media clients’ ad spend in 2009.

Spending in the performance-based categories of time-based digital ads (10%) and cost-per-acquisition/cost-per-lead (CPA/CPL) ads (6%) represented a much smaller percentage of total yearly spend. Looking forward, Razorfish expects consistency in where digital marketers allocate their ad spend dollars. Significant swings are not expected.

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