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BizReport : Advertising archives : January 08, 2008

Rich media ad conversion rates in the spotlight

With the increase in all-singing, all-dancing rich media advertising comes the need for marketers to know exactly which creative elements are leading to conversions and identify those that are exit points.

by Helen Leggatt

Ever wondered which call-to-action, image or video in your rich media ads led to a sale? Would you like to know whether a consumer watching your video through to the end is more, or less, likely to result in a sale?

double%20click%20logo.gifClients of DoubleClick’s DART for Advertisers now have access to precisely that information via a new report entitled “Spotlight for Rich Media”.

The comprehensive report will enable media planners, agencies and advertisers to judge the “actual dollar return” of specific interactive creative elements and, in turn, insight into consumer behavior. It’s an industry first, says DoubleClick’s VP of Advertising Products, Ari Paparo.

"This is an important breakthrough, because we're now able to use DoubleClick's "Spotlight for Rich Media" to more efficiently capture and report on data that is increasingly crucial to understanding the full impact of advertising," said Jeff Marshall, senior vice president of Starcom USA, one of several agencies testing the "Spotlight for Rich Media” reporting.

Tags: conversion rates, creative, DoubleClick, rich media advertising

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