Online marketers should ensure their ads are more seamlessly incorporated with the rest of the page’s content, a new report has suggested.

According to Dynamic Logic, ads such as half banners and rectangles that are part of the page are the most effective in increasing brand awareness and the likelihood of purchase.

Senior vice-president of Dynamic Logic’s custom solutions Ken Mallon remarked that creative quality is behind the success of online advertising but that changes were beginning to be seen in the industry.

"It will be interesting to see how the new, larger ad formats that publishers are beginning to debut will rank next to the more traditional online ad formats," he said.

The research found that those companies boosting their online PR using display campaigns involving half banners and rectangles were more successful than page-framing ads such as leaderboards and skyscrapers.

A recent study conducted by comScore and dunnhumbyUSA found that internet marketing was as successful as television campaigns in sales conversions.

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