Advertisers are realising online branding goals : DoubleClick

NEW YORK: DoubleClick has announced the results of its Q2 2003 Ad Serving Trend Report.

The data reveals that rich media usage continues to grow quarter by quarter, while larger ads have surpassed the smaller options in popularity.

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).

Latest Reads
Endemol Shine Group, DoveTail Media and acclaimed film director Shekhar Kapur join forces to bring best-selling novels The Ibis Trilogy to worldwide market

Global content creator, producer and distributor Endemol Shine Group today announces the development of a major high-end production for the international market.

MAM Marketing MAM
Address of Choice awarded outstanding performer of the year 2018 by Godrej Properties

Address of Choice adds a grand feather to its cap; wins the coveted Godrej Properties Residential Sales Portfolio award as an Outstanding Performer!

MAM Marketing MAM
The widest & whackiest Bollywood slumber Party of the Year

Brace up for some quirky bedside conversations, saucy revelations and celebrities at their naughtiest best on Season 2 of the VOOT Original , Feet Up with the stars -Presented by Nestlé KitKat and co powered by OLX .

MAM Marketing MAM
Three Tata Brands in top 20 list of India’s Most Consumer-Focused Brands

TRA Research has launched the second edition of ‘India’s Most Consumer-Focused Brands 2019’ (CFB), a study measuring the brands’ increase in Buying Propensity, the keenness-to-buy among Indian consumers.

MAM Marketing Brands
Lowe Lintas wins creative mandate of Cricbuzz

Cricbuzz has appointed Lowe Lintas to handle its creative duties ahead of the cricket season.

MAM Media and Advertising Account
Anil Nair joins VMLY&R as India CEO

Global marketing agency VMLY&R today announced the appointment of Anil Nair as CEO, VMLY&R India. Based out of the Mumbai office, he will report to VMLY&R Asia co-CEO Tripti Lochan, who is based in Singapore.

MAM Media and Advertising People
Whirlpool empowers home cooks with intelligent cooking appliances, made for india

Whirlpool of India, a subsidiary of world’s leading home appliance company Whirlpool Corporation, today launched a new range of premium cooking appliances that are specially designed for Indian needs.

MAM Marketing MAM
HE Advanced Grooming launches the new summer disruptor HE MAGIC DUO

HE, the Advanced Male Grooming Brand of the FMCG major Emami Limited launches ‘HE Magic Duo’, a unique category disrupting innovation to expand the brand’s portfolio in the zero gas perfume space.

MAM Marketing MAM
PVR Cinemas expands its footprints in the Southern market with the launch of its 10th multiplex in Telangana

PVR Ltd., the largest and the most premium film exhibition company in the country, announced the launch of its 8th multiplex in the city of Hyderabad, today.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories