Rich Media Ads Popularity Grows to 28% of All Ads Served
DoubleClick Inc., revealed that rich media continues to increase in usage, with 28% of all ads served being rich media formats, compared to 17.3% in Q1 2002. On average, rich media continues to increase by 10% per quarter, and could encompass nearly 40% of all ads served by the end of the year. Rich media includes dynamic ads that fly across web pages, pop-ups, and any ad that includes Macromedia Flash creative technology. Rich media has proven to generate higher rates of post impression activity per impression (0.78% vs. 0.41% for non-rich media). For advertisers using direct response metrics (click-throughs), rich media click-through rates have declined slightly to 2.14% from Q4 2002 levels of 2.44%. However, overall click-through rates have remained stable since the beginning of 2002, currently averaging 0.7%. View-throughs, which assess some action observed within 30 days of a consumer viewing an ad, have continued to rise, and are now averaging 0.61% for ads served by advertisers. The standard banner (468 x 60 pixels) is still nearly half of all ads served (46.7%), while the 120 x 600 skyscraper is the next most popular size, accounting for 6.9% of all ads served. Skyscrapers (120 x 600 pixels and 160 x 600 pixels) and large rectangles (336 x 280 pixels and 300 x 250 pixels) are the fastest growing units in the system: skyscrapers have nearly doubled since Q1 2002, now accounting for 8.4% of all ads served. [Press release: Doubleclick’s First Quarter Ad Serving Report Reveals That Rich Media Now Accounts For Nearly 28% Of All Ads Served And Has An Impact On Conversion - DoubleClick]
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