October 28, 2003, 12:00 AM

Rich media rise to 37% of online ads, study says

Rich media ads continue to become more common among online advertising, reaching 37% of online ads in Q3 , DoubleClick reports. The average rich media ad has a click-through rate of 1.57%.

Rich media ads continue to become more common among online advertising, reaching 37% of online ads for the third quarter, DoubleClick Inc. says in its Q3 2003 Ad Serving Trend Report. It notes that rich media’s share of online ads has risen steadily from 17.3% in the first quarter of 2002. “Rich media ads are quickly emerging as the future of online advertising,” said Doug Knopper, vice president and general manager off DoubleClick’s Online Advertising Solutions.

Rich media ads produce click-through rates of 1.57%, more than five times the 0.29% rate of non-rich media ads, DoubleClick says. They are also increasing in average size, it adds. DoubleClick defines rich media as “dynamic ads that fly across web pages, pop-ups, and any ad that includes Macromedia Flash technology.”

DoubleClick notes that standard banner ads (468 by 60 pixels) still account for the largest portion of ads served, at 58% in Q3, but declined 4% in volume since Q3 of last year. But the standard banner came in second in terms of click-through rates, at 0.69%, following the square pop-up ad with 0.87%.

DoubleClick’s Ad Serving Trend Report is based on advertising data from clients of DoubleClick’s ad-serving technology. DoubleClick says it served 172 billion online ads in Q3, up nearly 19% from the year-ago quarter.

The report also notes that latent impact of all online advertising – measured when a web site visitor declines to click on an ad but responds within 30 days of viewing it – continues to be an important metric for online marketers that track post-impression activity of consumers. “We’re continuing to see that marketers are assessing the latent impact of campaigns as more users are responding to ads over time, rather than immediately clicking on them,” Knopper says.

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