The click-through rate on ads online has increased from 0.6% to 0.8% over the past year, said DoubleClick Inc. in its quarterly Ad Serving Trend Report. The report examined the period from May 2001 to May 2002.
This increase of almost 35% has occurred even as the number of impressions DoubleClick has served has held steady. The online advertising company served 56 billion ads in May 2001 and 55 billion in May 2002.
Click-through rates on rich media ads are six times higher than non-rich media ads. The click-through rate is one of the measures used to determine the effectiveness of online advertising, DoubleClick said, in a statement.
On average 20% of the two billion ads that DoubleClick serves on a daily basis, are rich media.
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