Rich media, once shunned by online marketers who feared that consumers’ computers weren’t sophisticated enough to handle it, has grown by 34% this year to 25% of online advertising, according to DoubleClick Inc.’s Ad Serving Trend Report released today. The results of the survey are based in 144 billion ads that DoubleClick served to consumers.
“Rich media has been proven to have higher response rates and greater branding impact than static banners,” the report says. “Average click-through rates for rich media held constant at 2.7% in the third quarter as compared to 2.5% in the first quarter, while click-through rates for non-rich media declined from 0.4% in the first quarter to 0.27% in the third quarter.”
While consumers’ technology is getting more sophisticated, so is marketers’ understanding of how to use online media. Over 73% of all campaigns incorporated some form of targeting criteria in the third quarter, the report says. “The fact that only one quarter of all ads served are run-of-network attests to a continued sophistication in the online planning process,” the report says. Keywords are the most common type of targeting, being used in 82% of targeted ads. Marketers use geographic targeting in 12% of all targeted ads and targeting by time of day is now in 3% of all targeted ads.
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