Research Questions Cost-Effectiveness Of Rich Media

Rich media costs email marketers more to produce and is often ignored by consumers, according to the latest data from Jupiter Research.

The study, which analyses the cost effectiveness of rich media, shows that the fledgling format costs marketers between 30% and 60% more than more traditional HTML email because only one third of consumers can actually view the ads.

However, Jupiter claims that rich media may prove effective for some marketers, specifically those sending messages to over 250,000 users, entertainment marketers, and marketers with high value per customer.

The research is surprising in the light of recent figures from the Interactive Advertising Bureau, which show that the popularity of rich media formats increased during 2002 (see Feature: Internet Advertising Flexes Its Muscles).

A recent report from digital solutions company, DoubleClick, also revealed that 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 (see NewsLine).

A separate report from Jupiter has suggested the acceleration of broadband take-up will lead to an increase in more creative rich media formats. However, the research group warns that relevance to consumers is more important than creative execution in online advertising.

Jupiter Research www.jup.com

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