February 6, 2004, 12:00 AM

Rich media show higher conversion rates than other online ads, study says

Rich media ads accounted for 40% of all online ads during the fourth quarter of 2003, reflecting a year-to-year rise of 60%, while showing a higher conversion rate, at 1.11%, than non-rich media, at 0.43%, DoubleClick reports.

Kurt Peters

Executive Editor

Rich media ads accounted for 40% of all online ads during the fourth quarter of 2003, reflecting a year-to-year rise of 60%, while showing a higher conversion rate of post-impression activity, at 1.11%, than non-rich media, at 0.43%, DoubleClick Inc. reports in its latest Ad Serving Report. It defines conversion as any step taken by a consumer in response to an ad that meets the goals of the advertiser, such as making a purchase or registering for membership.

DoubleClick also noted that rich media ads produced a post-impression sales rate of 2.3%, compared to 1.47% for non-rich media. The data confirm that consumers are more likely to take some kind of action after viewing, but not clicking on, a rich media unit, and those activities are more likely to result in some kind of a sale, DoubleClick said.

"DoubleClick’s latest Ad Serving Trend Report reflects what we’ve been seeing for the past few quarters, particularly that online advertising is driving conversion for marketers,” says Doug Knopper, senior vice president and general manager, advertiser & publisher solutions at DoubleClick. “We know, for example, that the holiday season was particularly strong for online retailers and many of them successfully used online advertising."

He added, "Specifically, we continue to see that rich media generates exceptional results, especially when we analyze its latent impact on conversion. In other words, many users tend to take some action after having viewed a rich media ad within 30 days of viewing the ad. These results all point to extremely positive news for the online advertising industry as we kick off 2004."

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