Not that we needed any more proof of rich media being effective than static media, DoubleClick yesterday released data that show click-through rates on rich media ads to be six times higher than
non-rich media ads. The data also shows click-through rates on the recently published IAB size ads marginally higher than non-IAB size ads.
According to the release, DoubleClick's ad serving
data reveals a major variance in the click- through rates of rich media ads (2.4%), which is six times higher than non- rich media ads (0.4%).
On average, 20% of the two billion ads that
DoubleClick serves on a daily basis, are rich media.
Of the total rich media ads served by DoubleClick, more than 30% are Flash, and other popular rich media types include Unicast and
Eyeblaster.
The data also show that although DoubleClick served more than 8000 different ad sizes in May 2002, the percentage of ads that adhere to the IAB's voluntary Interactive Marketing
Unit ad formats has grown from 3.4% of DoubleClick served ads in September 2001 to a current average of 5.5%.
Interestingly enough, of the static ads served by DoubleClick, there is a
marginal difference between the click-through rates of the ads that adhere to the IAB formats (0.5%) and those that do not (0.4%).
On a completely different note, our print magazine is badly in
need of beautiful pictures of beautiful people holding drinks, but you won’t invite us to your parties. Please send party and event notices to masha@mediapost.com and we’ll send a photographer. Maybe
even an editor. It’s off-the-record after 8 p.m. Promise.