Rich media ads enjoy highest conversion

DoubleClick's Q4 ad serving report found increases in both the volume of ads served and the rich media share of those ads, but click-through rates fell to new lows. The number of units DoubleClick served during the fourth quarter increased 43% over Q3, from 172 bil to 203.

DoubleClick's Q4 ad serving report found increases in both the volume of ads served and the rich media share of those ads, but click-through rates fell to new lows. The number of units DoubleClick served during the fourth quarter increased 43% over Q3, from 172 bil to 203.8 bil, the highest level since 2001. Click-throughs, meanwhile, declined 45% to .40%, a drop the company attributes to the jump in volume.

Conversions were highest for rich media ads, which grew to nearly 40% of all ads served by the company; a 60% increase over the same period a year ago. Rich media's rate of post-impression activity was 1.11%, versus .43% for non-rich media; and post-impression sales based on that activity were 2.3%, versus 1.47% for non-rich media ads. The data support the theory that rich media boosts both branding and sales.

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