Online Ads Moves Toward Larger Units & More Rich Media
According to DoubleClick's 2003 second quarter ad serving report, larger ad unit sizes, such as leaderboards and half-page units, and rich media ads, such as use Flash, pop-ups, interstitials, or Unicast and Eyeblaster formats, are becoming increasingly popular. It said nearly a third of the ads used rich media, up 14 percent from the previous quarter. The standard 468 x 60 pixels banner was still the most prevalent unit, accounting for 42 percent of ads served, but it dropped 23 percent from a year ago. The skyscraper remained in the No. 2 position, with 9 percent. Flash dominated rich-media forms, accounting for 13.4 percent of all ads served. DoubleClick found that rich media leaves an impression on consumers, as they are three times more likely to lead to a post-impression sale than static ads. Also, the report found that view-through rates, which measure some type of action within 30 days of viewing an ad, have continued to rise. However, the rates remain quite low at .63 percent, up just .02 percent from the previous quarter.
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