Consumer response to rich-media online ads is growing
Consumers click through rich-media online ads at a rate six times higher than they click through static ads, says DoubleClick Inc.’s new Ad Serving Trend Report, which DoubleClick plans to release on a quarterly basis.
DoubleClick reports that 2.4% of consumers who see them click through rich media ads that DoubleClick delivers vs. 0.4% for static ads. About 20% of the 2 billion ads that DoubleClick delivers daily are rich media.
Of the total rich media ads served by DoubleClick, more than 30% are Flash. Other popular rich media types include Unicast and Eyeblaster. DoubleClick says usage of its Rich Media Templates is growing at 20% a month.
DoubleClick also reports that the rate of click-throughs on all web ads has increased significantly in the past year, from 0.6% in May 2001 to 0.8% last month, up 33%. The total number of impressions served by DoubleClick has held steady during the past year, with 56 billion ads served in May 2001 and 55 billion in May 2002.
"While click-through rate is only one method of assessing online advertising effectiveness, its stability over the past several months reflects the mainstream adoption of online advertising at levels consistent with traditional direct response rates," said Doug Knopper, vice president and general manager of Advertiser Solutions at DoubleClick. "We are very encouraged by the growth of rich media usage and the significantly higher click-through rates that these formats have been generating, which together reflect the increasing sophistication and performance of the online advertising medium."
New York-based DoubleClick provides systems for advertisers, direct marketers and web publishers to plan, execute and analyze marketing programs.
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