Display ads are about to get bigger. Literally.
Up until recently, Google Adsense’s largest display size was 336 x 280. However, as the Web evolves, so do ads. With the rise of sites like Pinterest and the popularity of infographics it’s become obvious that great visual content can be more effective than even the most compelling text. Google has heard the cries of publishers to add larger sizes to their network and will be offering 300 x 600 units soon, which they announced on the official Adsense blog:
“The 300 x 600 unit, sometimes referred to as a half page unit, provides a larger space for advertisers to get their message across and can offer users rich engagement. As mentioned in our recently released Display Business Trends, the 300 x 600 is one of the fastest growing sizes by impressions and is indicative of a trend where publishers are offering more visually impactful ad sizes that are preferred by brand advertisers. Because this unit is new to our network, you’ll currently see a large number of text ads in these placements. Over time we’ll continue to build a wide range of text and display ad inventory eligible to appear in this full slot as well.”
According to Display Business Trends, in 2011, 300 x 600 ads (along with 300 x 50 and 300 x 100) grew by double digits, and were used most by news, sports, and entertainment publishers. “The increase in the 300 x 600 unit,” stated the study, “is indicative of a trend where publishers are offering more visually impactful ad sizes that are favored by brand advertisers, over the functionality to direct response advertisers.”
What do you think of the new ad option? Is bigger always better?