Two students of the "Amsterdam school of Communication Research ASCor" have run studies about the audience reactions to different display advertising formats. In particular, they took into consideration two different types of format (sponsored content and banner advertising) to demonstrate that people react and perceive formats in different ways, positive and negative.[17] For this reason, it is important to choose the right format because it will help to make the most of the medium. It is also possible to add:
Video;