Just An Online Minute... DoubleClick Gets Rich
When the company released its third-quarter earnings late last week the news was good. DoubleClick's revenues were $74.8 million compared to $63.5 million in the third quarter of 2002. But the real story wasn't what DoubleClick saw in the businesses they were in but what might happen in years to come after it launches its new DART Motif.
Motif, which will mark DoubleClick's entry into rich media, will be released early next year. But already DoubleClick has big plans for it. Executives told Wall Street analysts during a conference call Thursday not to expect overall ad serving revenues to grow throughout the industry as much as overall ad volume.
CEO Kevin Ryan said the fastest growing segments are paid listings and rich media. Rich media is where DoubleClick wants to grow its market share. It's setting its sights on the estimated $40 million to $50 million in annual revenues for rich media.
And that's growing at a rate of 15 percent to 20 percent a year, he said.
DART Motif, which is being developed in conjunction with Macromedia, is billed as a faster way to go from creative to live in rich media, the kind of interactive advertising that is most like TV spots. DoubleClick's July 2003 White Paper sees big things for rich media, forecasting it to become the standard by 2005. Already it's grown 60 percent since 2001, becoming between 14 percent and 28 percent of the online ads that are served.
Ryan said plans haven't been finalized and that it would be several months before DoubleClick would release more details about Motif and its plans in rich media.
"Come January, we hope we can tell you that we're going to get a big piece of that," Ryan said.
Recent Just An Online Minute Articles
-
A Vulcan Salute For The Best Ad Campaigns May 14, 2:39 p.m.
Last Wednesday, during Creative Week, The One Club held its annual One Show honoring the best ...
-
A Little Rain Can't Keep Email Insiders Down May 3, 3:15 p.m.
AMELIA ISLAND, Fla. – Rapleaf’s Cecily Jaros wondered what she had missed at the Email Insider ...
-
You Don't Need to Search Far for Fun on Amelia Island May 1, 12:52 p.m.
On Sunday through this morning, search experts descended upon Amelia Island for MediaPost’s bi-annual Search Insider ...
-
500 Women Strong At Horizon Media April 26, 12:54 p.m.
On Tuesday, April 23, Horizon Media opened their doors and their amazing roof deck to 500 ...
-
Redefining The Meaning Of Housewarming With Yext March 8, 12:08 p.m.
On March 5 I headed over to Yext’s housewarming party to celebrate their new digs, located ...
-
An Evening with the Skinnygirl Feb. 7, 12:44 p.m.
On Tuesday, February 5th, Warner Bros. Brand Networks celebrated their fall line-up at Amy Sacco’s newly ...
-
'Check Out My Web Series!': NATPE In Miami Jan. 31, 12:18 p.m.
NATPE Miami: Content First Jan. 28 – 30 Fontainebleau Resort It’s the end of January -- ...
-
Agencies Tie One On At Creative Media Awards Jan. 24, 1:08 p.m.
Last Wednesday over 200 agency big thinkers, decked out in their dapper best, descended upon The ...
-
Vibrant Media Reinvents Halloween Nov. 19, 12:31 p.m.
What happened to Halloween?! The effects of Hurricane Sandy caused major devastation, loss and inconvenience - ...
-
In A Word, BuzzFeed Music Event Was So OMG (Okay, So It's An Acronym, Not A Word, But You Get My Drift) Oct. 26, 6 p.m.
The digital elite were out on the town Tuesday night to fête the launch of BuzzFeed’s ...
Be the first to comment on "Just An Online Minute... DoubleClick Gets Rich"
Leave a Comment