Brand awareness rates for online advertisers is greatly increased by rich media ads, according to the latest report from DoubleClick, a leader in the industry for online media campaigns.
“The biggest impact was on ad awareness, recall, and message association, which is particularly important for advertisers,” according to Rick Bruner, research director at DoubleClick. New research indicates that rich media, including Flash and streaming ads, is more effective than JPEG and GIF ads. Animations and special effects engage the consumer and offer opportunities for interactive marketing increasing awareness of branding and product messaging.
The DoubleClick report, in a Dynamic Logic study, indicates that ad awareness increased for the second quarter, jumping to a nine-point increase for rich media, making an impact four percentage points higher than for the JPEG and GIF ads. The impact of rich media ads is proving to be so great in increasing the impact of online advertising that, according to Nielsen//NetRatings, thirty-nine percent of Web display ad impressions for Fortune 500 companies in 2004 were rich media ads. This is definitely a trend that will increase, Bruner said, probably accounting for more than 50 percent of all online ad impressions in 2006.
This subject is addressed extensively in the free whitepaper entitled, “Rich Media in Advertising” which addresses the evolution of Rich Media Advertising. The paper can be accessed at DoubleClick.
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