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Press Coverage 
August 20, 2009
Dynamic Logic in Advertising Age
Why Large Online Ad Formats Aren't Industry's Silver Bullet
By: Abbey Klaassen
Dynamic Logic Study Finds Size Matters Less Than Placement, Shape (and Don't Discount Creative)
NEW YORK (AdAge.com) --Larger ad formats might be in vogue right now, but when it comes to online display advertising, bigger is not always better. Ad effectiveness depends less on size than it does on shape and placement, according to Dynamic Logic.
The ad-effectiveness measurement firm crunched results from 4,800 campaigns and found the best-performing ad unit, in terms of metrics such as brand awareness, recall and purchase intent, was the humble 180-pixel-by-150-pixel rectangle ad.
"It's generally thought that bigger is better when it comes to ad sizes," said Ken Mallon, senior VP-custom solutions at Dynamic Logic. "But the study is saying 'We're not sure.'"
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