By WebProNews
Staff Writer
Article Date: 2004-05-11

DoubleClick has completed a study of advertisements that they serve in order to learn more about click through rates of ads. The study discovered that rich media ads receive the largest amount of clicks.

Rich media ads are image rich ads that usually contain company brands and graphics of the product that is being advertised. Rich media ads received almost four times the amount of clicks as non-rich media ads, such as contextual-based text ads. Rich media ads receive about a 1% clickthrough rate.

Rich media ads have also increased from 2 out of 5 ads displayed in the first quarter of 2003 to making up half of the ads displayed in first quarter of 2004.

The study also revealed that overall click rates are on the rise. The 2003 fourth quarter saw click rates drop to a paltry 0.44%. So far, the 2004 click rates have increased to a more healthy 0.56%.

The main format used in displaying advertisements are standard banner ads. Leaderboard-style ads have moved up to 2nd position in ad preference. Skyscraper ads finish out the top 3.

Thanks to MarketingVOX for the heads up.
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