DoubleClick Report Reflects Strength Of Rich Media

Online ads are becoming more dynamic and using more rich-media formats to tackle declining click-through rates, according to the latest ad serving trend report from digital solutions company, Double-Click.

According to the report, rich media useage drew 23.22% of all ads in Q3, up from 17.29% in Q1. The report states: “Rich media has been shown to have higher response rates and greater branding impact than static banners.”

Rich media also generates a higher reponse rate than other ads, with average click-through rates of 2.47% in the third quarter, slightly down from 2.5% in the first quarter. The report also showed a decline in click-through rates for non-rich media to just 0.27% in Q3, down from 0.41% in Q1.

According to the report, 70% of ads used the Internet Advertising Bureau’s (IAB) standard sizes which DoubleClick suggests saves money and makes online advertising easier to implement across a range of sites. The report also delivered further cheer to the IAB with the news the industry sanctioned Skyscapers now account for 7.2% of total volume, up 67% from Q1.

DoubleClick concludes that online advertising is becoming increasingly sophisticated and rich media has moved from being a niche areas to sustaining a substantial portion of online advertising.

Earlier this year DoubleClick secured a global partnership with Carat to become the preferred ad-serving provider for the group’s operations (see Doubleclick Lands Global Partnership With Carat).

Doubleclick: 020 7399 4400 www.doubleclick.com

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