An increasing number of internet marketers are looking to "entertaining" online adverts in a bid to draw in visitors, it has been revealed.

Research conducted by the European Interactive Advertising Association (eiaa) indicates that a rising number of advertisers used super banner and medium rectangle advertising formats over the last six months of 2006.

Meanwhile, "rich media" ads, such as video streaming, were reported to be increasingly popular for both advertisers and audiences as it allows for greater "user experience and retention".

Chairman Michael Kleindl said: "As consumer time online grows and activity shifts from task-based activities to daily amusement, advertisers are turning to formats which offer them ideas-based opportunities, which grab the attention of 'leisure' consumers, engage and inspire them."

The study also revealed that super and traditional banners are the most popular forms of display advertising for British-based marketers.

Koro Castellano, president of the Online Publishers Association, added that online advertisers are set to implement "ever more creative and engaging online ads" over the coming months.

A study conducted by Millward Brown in March revealed that consumers are more likely to recall online video advertisements than those displayed on television.