Rich Media Ads Grow A Steady 10% Per Quarter
According to the Q3 2003 ad serving trend report from DoubleClick, the growth of rich media is speeding up quarter by quarter, particularly in North America. Its use increased from 17.3 percent of all ads served in Q1 of 2002 to nearly 37 percent last quarter. And, while its use had been increasing a steady 10 percent per quarter, last quarter it increased 15 percent from the previous quarter. While clickthrough rates continued to decline quarter by quarter for both rich media and standard Internet ads, rich media clickthrough rates were more effective, getting an average clickthrough rate of 5.41 percent, as opposed to 1.57 percent for non-rich media ads. Standard banners (468 x 60 pixels) still account for the largest portion of all ads served at 58 percent, but declined in volume by 4 percent since this time last year. Its report data is based on nearly 1.1 trillion ads served by DoubleClick for clients globally since Q1 of 2002.
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