DoubleClick Study

Rich Media Advertising Penetration Figures Reveal Rapid increase...

[mat_bastian]

Rich media advertising penetration figures reveal increased and increasing proliferation of Rich Media ads by about 10% per quarter.

So says DoubleClick as reported by ZDnet.

[zdnet.com.com...]

[doubleclick.com...]

[mat_bastian]

Just reading a little further into the DoubleClick report, and I found more striking than the penetration, the increase in Post impression activity as well as increased conversion after. CTR actually Decreased.

How many of you are using RMA's (rich media ads)?

Do your numbers resemble those of the study's?

[mat_bastian]

Anybody find this interesting? I was very impressed personally.

[rcjordan]

I can serve them, but have always felt they would hurt the sites over the long term.

In response to subscriber complaints, Internet service provider EarthLink plans to go so far as to unveil new blocking technology for rich-media ads in coming months. The company said that the rich media-blocking technology will be an upgrade to its pop-up stopper.

[Chicago]

Mat, it is interesting seeing the CPM market transition from the traditional IAB standards. As CTRs depressed over the past several years, ads never stopped progressing. Anything for the click, and Rich Media ads, around for years, certainly have helped.

Interestingly though, as the Rich Media has taken greater hold, CPM, RON, ROS, ROC buys using image based ads has in fact lost considerable favor to CPA, Keyword Buys including rich media, contextual link and ad placement, PPC buys and SEO. My point in making such a convuluted statement is not to compare drastically different Internet media buying mechanisms, it is to simply suggest that regardless of the natural progression of Rich Media, non-intuisive, risk adverse contextual buys will dominate the future market place.

Your reference article suggests such:

"To some, rich-media ads are annoyingly similar to unwanted e-mail, as they often pop up over the screen or contain graphics that overtake a requested Web page (these ads are called "screen stealers")."

"In response to subscriber complaints, Internet service provider EarthLink plans to go so far as to unveil new blocking technology for rich-media ads in coming months. The company said that the rich media-blocking technology will be an upgrade to its pop-up stopper. "

Rich media's future is as long as it is non-intrusive and in context. Today it is not. Its gains and click thru rates are not a suggestion of future trends. It is a sign of past problems and attempts to rectify problems without consideration for what the user and prospect really seek in Internet Advertising and a Web page.