"Our strategic alliance with Macromedia underscores our continued commitment to reduce the inefficiencies in the online advertising industry," said Doug Knopper, vice president and general manager, Online Advertising Solutions, DoubleClick, Inc. "DoubleClick's ad serving data has demonstrated that rich media ads are six times more effective than non-rich media ads for online advertising. We are encouraged by the growth of rich media usage and look forward to creating a much simpler, rich media ad solution for the industry."
I wonder if the reason it is 6 times more effective is because people are trying to click away flash movies that are covering the content. I think Flash ads are fine, but not at the expense of web site usability. I am getting tired of parachuters and butterflys concealing the reason I am at the site. :(
One such "rich media" add that pissed my wife off lately:
She uses Opera, the free version with adds. One of those adds included a sound file. She hates sound on web pages, and I don't blame her. The add displayed nothing but a picture of an on/off button, set to on, and a speaker or some such graphic that let her know the switch was about the music. She clicked "off", and it didn't stop the music, but it did open the advertiser's site.
Higher click-though, but that wasn't a good way to make her feel warm and fuzzy about the company who used the add!
The ad was in the ad space in opera. For shame to opera for that.
She hasn't mentioned it coming up again, and those adds do tend to repeat with high frequency. My guess would be that means somebody got wise and made them stop. Might have been Opera or the advertiser that got smart.