What is Happing with Ad Size Trends

Clipped from DoubleClicks 2004 - 3rd Quarter Trend Report:

Leaderboards Continue to Take on the Banner

The standard banner (468 x 60 pixels) still
accounts for the largest portion of all ads
served (25.2%), but it declined 4.8 points
from Q2.

The leaderboard, a wide unit (728 x 90) that
often appears at the tops of pages of content,
first made the “top 20 sizes” list in Q1 2003
and grew 109% year-over-year. It continues
to be the second most common size (a slot it
assumed in Q4 2003) and now accounts for
9.3% of total ads served.

Skyscrapers, which there are two separate
standard sizes, the 120 x 600 and the 160 x
600, have grown to 5.6% and 4.4%,
respectively, of all ads served, while the two
large rectangles (300 x 250 and 336 x 280)
now accounts for 4.4 % and 0.9% of all ads
served, respectively.

Click rates vary by size, and these numbers
continue to fluctuate dramatically each quarter,
which reflects the assumption that click rates
relate more to creative intent and specific
placement than actual ad size. The 550 x 480,
which is most often used for interstitials, a rich
media unit with a long display time that often
encourages interaction, had the highest average
click rates at 0.80%, followed by the square
(250 x 250 — most often used for pop-ups) at
0.58%. The average click rate for a standard
468 x 60 banner is 0.17%.

Thanks to Drew for finding this..

Ian