NEW YORK, Sept. 26 /PRNewswire-FirstCall/ -- DoubleClick, a leading
provider of digital advertising technology and services, today released a
white paper titled "The Evolution of Rich Media Advertising: Current Market
Trends, Success Metrics and Best Practices." The paper examines several key
issues in rich media, including which industries are the leading adopters of
this vibrant form of online advertising, how marketers are measuring audience
engagement and brand impact, and what new emerging technologies, such as
online video, have them most excited.
The paper also includes a case study about how a leading digital marketing
agency utilized DoubleClick's rich media solution, DART Motif, to do drive
brand awareness for a leading CPG. DoubleClick commissioned research from
Nielsen//NetRatings AdRelevance and Dynamic Logic for this white paper, and
included data from other sources.
"Rich media is here to stay, and the industry has only just begun to drill
down into its remarkable capabilities and numerous applications," said David
Rosenblatt, CEO, DoubleClick. "As a central player in the rich media
revolution, DoubleClick strives to provide insight to both buyers and sellers
of rich media, to enable them both to profit from this engaging advertising
The complete white paper is available for free on DoubleClick's web site.
Highlights include the following:
Advertiser Adoption and Ad Volume by Industry
* In terms of adoption by mainstream advertisers, 39% of web display ad
impressions for Fortune 500 companies in 2004 were categorized as rich
media by Nielsen//NetRatings
* Automotive and Telecommunications companies dedicated over half of their
total online impressions in 2004 to rich media; Entertainment companies
devoted almost half
* In terms of volume, Financial Services are the top category of rich
media advertisers, with almost 50 billion impressions in 2004
* Telecommunications is close behind with over 44 billion rich media
impressions last year. Software and B2B companies, with smaller overall
advertising levels, served only 5.5 to 6 billion rich media impressions
Publisher Perspective on Rich Media by Industry
* From the publisher perspective, Music/Streaming Media sites represent
the top category of sites in terms of the proportion of their online ad
inventory that is rich media, at almost 45%. Close behind are
Sports/Recreation sites, which attract advertiser categories such as
entertainment, financial services and automotive manufacturers, all
heavy rich media users
* Sites that tend to be information-intensive with task-focused audiences,
such as Financial Information sites, Employment sites and Information
Directories, dedicate much less of their inventory to rich media
* Finally, the giant portals, inclusive of their web-based email services,
dominate the rich media market in terms of sheer volume of impressions
Rich Media Reporting
The white paper also details the range of reporting available to rich
media advertisers, though it cautions marketers not to get bogged down in too
much detail. Rich media reporting can paint a much deeper picture of how
consumers engage, or don't engage, with advertising, beyond the standard
impression and click counts for GIF or JPEG advertising. These advanced
metrics include display time, interaction rate, expansion rate, average video
view time, exit links or custom events.
Rich Media's Branding Effectiveness
Given the highly engaging capabilities of rich media formats, the white
paper also discusses how online marketers should consider using survey
techniques, such as those offered by Dynamic Logic or Insight Express, to
measure the brand impact of their ads. Dynamic Logic's MarketNorms database
shows, for example, that rich media significantly outperforms GIF and JPG
format ads for driving consumer awareness and message association.
For additional details on all these findings, along with advice on best
practices and the Digitas case study, please visit the research section of
DoubleClick's website at www.doubleclick.com/knowledgecentral.
About DoubleClick Digital Advertising Solutions
DoubleClick Digital Advertising Solutions is an operating unit of
DoubleClick Inc. that together with DoubleClick Email Solutions enables
agencies, marketers and publishers to work together successfully and profit
from their digital marketing investments. Its focus on innovation, reliability
and insight enables clients to improve productivity and results.
DART Motif integrates the best of interactive design, ad serving and
reporting into a sophisticated, flexible solution. Designed to work right
inside Macromedia's Flash, Motif offers a complete range of rich media formats
and features, and its integration with the DART ad management platform allows
clients to view campaign results in one report.
Since 1996, DoubleClick has empowered the original thinkers and leaders in
the digital advertising industry to deliver on the promise of the rich
possibilities of our medium. Today, the company's DART and Performics
divisions power the online advertising marketplace. Tomorrow, we will continue
to enable clients to profit from opportunities across all digital advertising
channels as consumers worldwide embrace them.
DoubleClick has global headquarters in New York City and maintains 21
offices around the world to serve its more than 1,500 clients.
SOURCE DoubleClick Inc.