Primetime on the Internet is work time, according to a new Internet ad study of the first quarter 2003 by DoubleClick Inc.
Internet ad impressions peak from noon to mid-afternoon eastern standard time, and then decline throughout the day, said the study. The low point is midnight.
The use of rich media ads increased. Some 28% of all ads served are in rich media format. Rich media includes dynamic ads that fly across Web pages, pop-ups and any ad that includes Macromedia Flash creative technology, according to DoubleClick.
Rich media response rates declined though to 2.14% from fourth-quarter 2002 levels of 2.44%.
The most popular size ad is the standard banner (468 x 60 pixels), which comprises nearly half of all ads served. The 120 x 500 skyscraper is the next most popular size.
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