Research by Right Media ( - a Yahoo! company and creator of the Right Media Exchange - on the trading across its Exchange, has found interesting trends in the popularity of different online advertising formats in 2007.

The Exchange, on which over 30,000 buyers and sellers globally trade over five billion impressions everyday, reveals that in March 2007 59% of its global Exchange impressions were leaderboards, but this declined progressively over each three month interval and by December had dropped to 36.9%. The continuous shift away from serving pop-ups also showed no let up and although only accounting for 2.4% of impressions traded in March 07, this had fallen to a lowly 1.4% in December.

On the other hand, the number of medium rectangles traded worldwide increased strongly from 11.1% in March to 18.7% in December.

These global exchange-wide trends were also reflected when analysing UK-only format popularity, but a much more marked rise in the serving of medium rectangles during December was observed. In the UK in September 12.1% of impressions were medium rectangles, in December this had increased to 30.5%.

Denise Colella, VP – International at Right Media, said,

“Obviously format popularity on the Exchange reflects what is available for buying and selling at any given time, but its global nature and size ensures it is a good barometer to what is happening industry-wide.

“With the greater use of pop-up blockers it’s not surprising that this format is losing favour, as concern amongst advertisers and publishers grows as to the impact that these have on a campaign’s success.

“As some formats lose popularity, others gain and this seems to be the case for medium rectangles. As this growth in popularity comes towards the end of the year, particularly in the UK, this could well have been driven by a desire to grow sales by employing a more visible in-text format in the run up to the festive period.”


Media Contact:
Ben Powell, Loudmouth PR
Tel: 020 7981 9859

About Right Media

Right Media created an open media exchange to bring more efficiency, standardisation and value to interactive advertising. The Right Media Exchange gives its members an easy way to access more media, form direct relationships and trade at fair market value. More than 30,000 buyers and sellers trade over five billion impressions a day on the Exchange.

Right Media offers a range of solutions that help these businesses operate more efficiently -- from simple exchange access to complete ad management solutions.

Founded in 2003, Right Media is a Yahoo! company based in New York, with offices in London, Moscow, Hamburg, Hong Kong, Eugene, San Francisco and Tallahassee.

Published on: 12:00AM on 16th April 2008