Rich Media Usage Grows in First Quarter

NEW YORK More than 42 percent of the ads served by DoubleClick in the first quarter were rich media units, up 54 percent from the year-ago period, the online ad technology company reported.

Click-through rates for the rich media units—defined as ads that fly across Web pages, pop up or include Macromedia Flash technology—were nearly four times higher than non-rich-media ads (nearly 1 percent versus a quarter of a percent).

The aggregate data comes from DoubleClick’s Q1 Ad Serving Trend report.

The standard 468 x 60-pixel banner maintained its dominance, representing 32 percent of all ads served by the New York-based company in the first quarter.

The 728 x 90-pixel leaderboard accounted for 8.6 percent, while skyscrapers made up 9.8 percent of all ads delivered by DoubleClick. Meanwhile, large rectangles accounted for 4.6 percent.

Sizes that lost ground include the 250 x 250-pixel square, often used for behind or top-of-the-page creative that pops up. The unit represented 0.4 percent of all ads served by DoubleClick in Q1, down 10 percent from the year before. The 240 x 400-pixel rectangle and 125 x 125-pixel button made up 0.3 and 0.7 percent of ads delivered by the company, respectively. That is a 49 percent decline for the former and 19 percent drop for the latter.

The report also revealed details about the performance of DoubleClick and Macromedia’s rich-media advertising product DART Motif that debuted last July. On average, users interacted with more than 18 percent of the DART Motif units. The ads displayed for about 85 seconds, and the average interaction time was 30 seconds. The interaction could include users clicking to additional layers of content, rolling their mouse over the unit, playing a game or closing the viewing window.