Direct Stats

This month: The latest ad-serving trends survey from DoubleClick showed times are changing in the banner world. Philip Buxton reports.

DoubleClick's ad trends report for Q2 2004 found that average clickthrough rates for all ads served by both advertisers and publishers were stable at 0.56 per cent.

The standard banner (468x60 pixels) still accounts for the largest portion of all ads served (30 per cent).

But it has seen its share (in terms of ad numbers) decline, ceding ground in particular to the leaderboard, which is a wide unit (728x90 pixels) that often appears at the top of pages. The leaderboard is the second most popular format, accounting for 7.9 per cent of banners served.

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