Reconnect Europe - the biggest ad format study in Europe
As more brands consolidate their media planning and buying at a pan Euopean level, it is increasingly important to understand the online market dynamics of Europe.
Following on from Reconnect 2, this study has been conducted conjointly by Orange.uk and OMD Insight to understand whether Europe can be planned as one country, or in fact if pan European planning requires local understanding and tactics to make the best decisions when choosing online advertising formats.
The biggest ad format study across Europe
- Over 12,500 respondents were surveyed
- 6 countries: UK, France, Germany, Italy, Spain, The Netherlands
- 10 ad formats including banners, mpu's, overlay, skyscraper and leaderboards
Key findings
- Europe is not one homogenous country to be planned across
- Standard formats do not produce standard responses to ad formats
- User mindsets and online environments influence ad format acceptability
Each ad was measured for their impact and intrusion. An acceptability score was derived from these two metrics. Below is the scale of acceptability for all the tested formats by country.
Acceptability
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Top line country observations
- UK
Formats that the UK deemed acceptable are generally those that carry flash or are interactive, such as the video mpu, skyscrapers or interactive banners
- Italy
Italians love the bigger formats, and overall thought the formats tested were impactful
- Spain
The Spanish thought that formats carrying flash or video were highly impactful and not very intrusive
- France
The French were quite conservative in their scoring impact and intrusion, but thought all the formats used were acceptable
- Germany
The Germans deemed embedded adverts more acceptable, i.e. those which do not appear over other content or editorial
- The Netherlands
Ads that are smaller and less obvious, such as sponsorship, were deemed the most effective
