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The report also suggests that marketers, having mastered direct
response on the Web, are now perfecting the art of online branding
and creating more memorable ads that leave lasting impressions.
This is evidenced by declining click-through rates -- the lowest
in six quarters -- and higher view-through rates (assessed when
a user takes some action on an ad within 30 days of viewing, but
not clicking on it)
DoubleClick Online advertising solutions VP and GM Doug Knopper
said, "Building on the success of online direct response, marketers
are starting to really take advantage of the Web as a branding medium.
As DoubleClick's latest report shows, click-throughs are being de-emphasised
and we're seeing more memorable ads that will have a latent impact
on the user. Rich media, which has shown massive growth, promises
to play a central role in these branding strategies."
Rich media, larger Ad formats gaining: Rich media, defined
as dynamic ads that fly across web pages, pop-ups, and any ad that
includes Macromedia Flash creative technology, increased from 17.3
per cent of all ads served in Q1 of 2002 to 31.7 per cent in Q2
of 2003. While on average, it has been increasing 10 per cent per
quarter, it increased 14 per cent from Q1 2003. Flash accounts for
the largest percentage of rich media served and is now nearly 14
per cent of all ads served.
Rich media also continues to display stronger conversion rates
than non-rich media (GIFs and JPEGs). Rich media generates higher
rates of post-impression activity per impression (.76 per cent vs
55 per cent for non-rich media). An official release informs that
click-through rates have declined to the lowest in six quarters,
while view-through rates have continued to rise, surpassing click-throughs
(.63 per cent vs. .52 per cent).
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