Google Report: Display Engagement Flat Despite Rise of Rich Media

DoubleClick blog posts detailed results

Move over, plain old Flash. Rich media display ads are taking over, according to Google’s latest display benchmark report. Rich media ads served on Google’s DoubleClick platform increased twofold in 2010, taking 18 percent of the ad server’s business, the company reported. Animated Flash ads decreased from 74 percent to 54 percent and static image ads comprised 28 percent of the market last year.