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BizReport : Research archives : June 14, 2007

Rich media increases online ad reach

A new study sheds light on how well online ad campaigns work with and without rich media. According to researchers with InsightExpress, campaigns actually perform better when rich media - online video, Flash and HD3D - practices are included.

by Kristina Knight

Patrick Vogt, CEO of Viewpoint said, “As advertisers see the positive impact that premium rich media can have on their brands and their business, they will change their online mix from simple rich media to more premium rich media."

Throughout the first quarter of 2007, researchers gauged brand awareness and recall, purchase intent, webpage favorability and ad interaction. The engagement and interactions of users with rich media was far greater than users who did not have access to rich media practices.

Unaided brand awareness increased by 229% with rich media, ad favorability increased by 108% and purchase intent increased by 77%.

"The results illustrate the positive impact of deploying more engaging formats to increase a user's interaction with an advertisement,” said Annette Mullin, Director of Marketing and Account Management at InsightExpress.

Vogt went on to predict that rich media would grow by leaps and bounds over the next few years as more advertisers see the benefits. Currently, rich media applications represent only about 2% of the total online ad spend.

Tags: online advertising, rich media, rich media ads

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