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BizReport : Advertising : September 14, 2007
Rich media perfect for entertainment ads
A new report from PointRoll says rich media advertising is a perfect fit for entertainment advertisers and drives increased interest from consumers.
The ability of rich media to provide engaging, interactive advertising experiences draws more attention from consumers, according to PointRoll's recent “2007 Entertainment Performance Analysis” report.
In particular, rich media was successful at creating buzz surrounding video game and DVD releases, filling the opening nights of theatre shows and raising the tune-in rates of TV programs.
"More and more, entertainment advertisers are starting to embrace rich media as a key vehicle for ensuring online advertising success," said Chris Saridakis, Chief Executive Officer, PointRoll.
But the report also found that entertainment ads don’t necessarily perform better on entertainment-related websites. Some of the best performing rich media entertainment ads were as a result of diverse placements such as on computing, automotive and technology websites.
Computing and technology websites ranked high for interaction and automotive websites for brand time.
The report (pdf) also contains comprehensive advice on best practices when creating rich media advertising.
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