DoubleClick, the digital marketing services provider, is launching a solution to help advertisers evaluate the effectiveness of rich media campaigns.
The solution, dubbed Spotlight for Rich Media, provides information on individual rich media metrics, such as interactions, expansions, multiple click throughs and video plays. Advertisers can utilise the report to work out the actual return on investment on specific graphical and interactive elements of rich media adverts. The continuing increase of rich media display advertising budgets has meant advertisers have needed to focus on the effectiveness of rich media adverts.
Agencies that have rolled out the solution so far include Starcom USA, a media communications agency specialising in making connections between brands and consumers.
“We’re now able to use DoubleClick’s Spotlight solution to more efficiently capture and report on data that is increasingly crucial to understanding the full impact of advertising,” says Starcom USA’s senior vice president and digital marketing director, Jeff Marshall.