DoubleClick Releases Overview of Rich Media Market Trends

- New report examines what types of marketers are using rich media, best

practices for branding and response, performance measurement and more -

Sep 26, 2005, 01:00 ET from DoubleClick Inc.

    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
     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.
      Media Contact:
      Jenny Connorton
      DoubleClick Inc.

SOURCE DoubleClick Inc.