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 the first quarter of 2002 to nearly 32 per cent in the second quarter of 2003, according to a report from online ad specialist Doubleclick.
The figure has been increasing by ten per cent a quarter, with growth accelerating to 14 per cent in this latest period. Flash makes up the largest percentage of rich media served – nearly 14 per cent of all ads served now incorporate the technology.
The report also shows that larger ads have surpassed smaller options in popularity. 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 demonstrated 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).