Research Confirms Growing Power Of Rich Media Ads

The amount of rich media advertising in the average online campaign has increased significantly over the last year due to its growing effectiveness, according to new research from Dynamic Logic and Nielsen//NetRatings.

The research shows the higher cost of using rich media in online advertising campaigns is justified by a better return on investment. It states: “Larger and newer formats effectively utilise more real estate to communicate and persuade.”

However, the study also found that non-rich media formats, while generally less impactful, could still be highly cost-effective.

Suzanne Moorey-Denham, managing director at Dynamic Logic Europe, said: “The intrusive nature of rich media ensures it is one of the hottest topics in digital media. To measure a branding campaign by CTR alone is dangerous and often misleading.”

She continued: “It is therefore key to understand its real impact on the residual attitudes of those exposed to it, and assess if it actually does deliver better return on investment for the advertiser when the increased cost is factored in. Bringing together Dynamic Logic’s brand evaluation and Nielsen//NetRating’s cost effectiveness provides a powerful insight for the industry.”

The increasing popularity of rich media ad formats was confirmed recently by the latest Ad Serving study from DoubleClick, which revealed 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 (see DoubleClick Reveals Continued Growth In Rich Media Ads).

Dynamic Logic: 0207 152 4004 www.dynamiclogic.com

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