July 23, 2003, 12:00 AM

Rich media grow as online ads become larger and more dynamic, study says

As online advertising continues to evolve away from static images to larger and more dynamic forms, rich media ads have grown to become 32% of all online ads served by DoubleClick Inc.

Kurt Peters

Executive Editor

 

As online advertising continues to evolve away from static images to larger and more dynamic forms, rich media ads have grown to become 32% of all online ads served in the second quarter by DoubleClick Inc., up from 14% in Q1. Rich media are also more effective, generating higher post-impression sales than static media, the online advertising services company says in its Q2 Ad Serving Report.

DoubleClick notes that rich media`s rate of generating post-impression activity in Q2 surpassed that of static media, 0.76% vs. 0.55%, while rich media`s post-impression sales were even farther ahead, 3.07% vs. 1.02%.

"Building on the success of online direct response, marketers are starting to really take advantage of the web as a branding medium," says Doug Knopper, vice president and general manager of online advertising solutions. "Click-throughs are being de-emphasized and we`re seeing more memorable ads that will have a latent impact on the user. Rich media, which have shown massive growth, promise to play a central role in these branding strategies."

DoubleClick says that flash technology accounts for the largest percentage of rich media served, at 13.4%.

At the same time, however, DoubleClick notes that rich media click-through rates have declined 15% from Q1, to 1.87%. "This could indicate a growing use of rich media for branding rather than direct response objectives," DoubleClick says in its report. "Nonetheless, rich media click-through rates are still nearly five times higher than those for non-rich media."

DoubleClick also reports that the standard online banner ad (468 x 60 pixels) still accounts for a substantial portion of all ads served (42%), but has been losing ground to larger sizes. Since Q2 2002, the standard banner declined in volume 23%, while larger units like 300 x 250 and 336 x 280 rectangles increased 257% and 117% respectively. Skyscraper ads are now the second-most-popular ad format, accounting for 9% of total volume in Q2, up 55% from a year ago.

 

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