DoubleClick’s latest Ad Serving Trend report showed that rich media usage grew to nearly 40% of all ads served in the DoubleClick system, a 60% increase from compared to the fourth quarter of 2002.
Fourth quarter data showed that overall click-through rates continued to decline. This, said DoubleClick, likely reflects a maturation of the industry and dramatically increased volumes, but also that many marketers have goals beyond direct response.
The number of different ad sizes available online continues to be problematically high, according to the company. Nearly 11,000 different ad sizes were served this past quarter. The clear leaders included the banner, the leaderboard, skyscrapers and large rectangles.
In terms of response rates for different ad formats, square pop-ups achieved the highest immediate response rates, while the standard banner also ranked high.
The volume of ads served in the DoubleClick system in the fourth quarter increased 43% over the third quarter from 172 billion to 203.8 billion, the highest since 2001.
The DoubleClick Q4 2003 Ad Serving Trend Report contains aggregate data from DoubleClick’s DART for Advertisers and DART for Publishers online advertising serving technology. The data is based on over 1.3 trillion ads globally from thousands of clients served since Q1 of 2002.
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