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).

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