Rich Media Usage Grows in First Quarter

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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).

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