Rich media is growing fastest among online ads, reported a new study by Doubleclick Inc.
Rich media ads comprise 25% of all ads served by DoubleClick in 2002.
It performs better than non-rich media, too. Clickthrough rates held constant at 2.5% throughout the year, while non-rich media clickthrough rates declined from 0.4% in the first quarter to 0.3% in the fourth quarter.
The targeting of ads to the audience grew 2% over the year to 42% of all ads. Some 6% are targeted geographically. Targeting by time of day grew from 1.3% in quarter one to 1.4% in quarter four.
Ads got bigger in 2002. Skyscraper-size ads now account for over 8% of the total ad volume in the fourth quarter, almost double the number that were used in the first months of the year. Large rectangles increased in usage 4 times. But they account for just over 2% of the total volume.
The 2002 Ad Serving Trend Report is based on more than 630 billion ads from thousands of DoubleClick clients.
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