What is the future of large display advertising?
Large display advertising, sometimes recognised also as „large canvas”, has always been a controverial topic. With the recent IAB recommendations concerning ad viewability and the Google’s recent decision to implement an adblocking software into the most popular web browser on the Internet, one simple question arises: what does the future hold for these large display ads?
In Poland, large canvas (all ads greater than 242,500 pixels) comprises around 14 per cent of all ads’ impressions according to gemiusAdReal (December 2017). It is definitely a high score, however, situation appears to be much the same across other European markets. Large canvas takes up around 10 per cent of the advertising markets in Romania and Germany. In France, Russia and Ukraine it does not seem to play a major role at all with the market share as low as 5 per cent (see detailed results below).