Rich Media and Larger Ad Units Maintain Growth Levels

DoubleClick Inc. on Wednesday announced results of its Q2 2003 Ad Serving Trend Report, which reveals that rich media usage continues to grow quarter by quarter, while larger ads have surpassed the smaller options in popularity. The report also suggests that 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 evidenced 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). MediaDailyNews 07-24-03

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