DoubleClick Inc. today announced a significant increase in the trafficking and usage of rich media throughout its ad management business, revealing a 27% compound growth in rich media trafficking in
the two months since launching its rich media trafficking module. The company also announced the addition of eight newly certified vendors to its DART rich media vendor certification program, bringing
the total number of certified vendors to fifteen. In the two months following the introduction of the rich media trafficking module, the relative volume of rich media ads served by DoubleClick
increased 12.5% in November and an additional 13.5% in December, contributing to a 30% compound growth of rich media trafficking in the past four months. In keeping with the seasonal slowdown in the
first quarter, there was a small decrease in relative volume of 4% in January, although February figures increased 6% to rise back above December levels.
According to a study conducted by Diameter,
rich media technologies such as audio, video, Flash and DHTML deliver greater impact and conclusively increase branding effectiveness. In addition, different placements for these ads, like
interstitial ads, which are displayed during a transition from one Web page to the next, boosted key brand metrics by an average of 194%.
