DoubleClick Reveals Continued Growth In Rich Media Ads
Rich media advertising is becoming increasingly popular amongst online marketers, according to new research from digital media group, DoubleClick.
The latest Ad Serving study reveals that the number of rich media executions increased to nearly 32% of all online ads in the second quarter of 2003, up from just 17.3% in the same period in the previous year.
Rich media ads, which include pop-ups and other formats using flash technology, have increased by an average of 10% each quarter as advertisers seek more creative ways to connect with consumers online.
The survey reveals that click-through rates have declined to the lowest level in almost two years, dropping 14% from the previous quarter to 61%. DoubleClick claims the decline in click-throughs and the growth of new post-impression metrics, such as view-throughs, reflects the growing use of online advertising as a branding tool.
Commenting on the report, Doug Knopper, vice president of online advertising at DoubleClick, said: “Building on the success of online direct response, marketers are starting to really take advantage of the web as a branding medium. As the latest report shows, click-throughs are being de-emphasised and we’re seeing more memorable ads that will have a latent impact on the user. Rich media, which has shown massive growth, promises to play a central role in these branding strategies.”
The report also shows that the volume of online advertising has increased to its highest level since the second quarter of 2002, with 149.8 billion ads delivered between March and June of this year.
Earlier this month DoubleClick launched a new service to allow online advertisers create and monitor rich media ads (see DoubleClick Unveils New Rich Media Product).
Doubleclick: 020 7399 4400 www.doubleclick.com
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