DoubleClick Reveals Growth In Rich Media Ads
The popularity of rich media online advertising continues to grow as marketers adopt more creative ways of communicating with consumers, according to new research from DoubleClick.
The latest Ad Serving report for the third quarter of 2003 reveals that rich media has grown even more rapidly than in previous periods, with an increase of over 15% on the second quarter to nearly 37% of all ads served.
On average the use rich media advertising has been growing by 10% per quarter throughout 2002, reflecting its increasingly important role as an online marketing tool, which creates impact without annoying too many users.
The report also revealed that newer, larger advertising formats such as leaderboards are also taking off, while smaller formats continue to decline in popularity.
The survey provided good news for online advertisers concerned about the prospect of diminishing response rates in the increasingly crowded online marketplace. DoubleClick claims that average click through rates rose to their highest point since the first quarter of 2002 at 0.77%, which is an increase of 24% from the previous quarter.
Although the report revealed relative stability in click through rates, the size and format of ads is in a state of flux as advertisers continue to experiment with new formats.
The research also showed the increasing importance of the view-through metric, which assess the latent impact of online advertising that is never clicked on but eventually generates a response.
Commenting on the findings, Doug Knopper, vice president and general manager of online advertising solutions, said: “We’re continuing to see that marketers are assessing the latent impact of campaigns as more users are responding to ads over time, rather than immediately clicking on them. Obviously, each marketer’s objective needs to be weighed individually, but we’re encouraged that the medium continues to show ROI in more ways than one.”
Recent research from DoubleClick revealed that spam is the number one concern consumers have about their email inbox, with 89% deeming it a serious problem. However, there is an increasing level of sophistication in the way most people deal with spam and 65% delete it without even reading it (see DoubleClick Report Shows How Consumers Tackle Spam).
Doubleclick: 020 7399 4400 www.doubleclick.com
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