Large Ads, Rich Media Usage Rises

By: Ann M. Mack

(Adweek IQ) The use of rich-media ads continues to grow quarter by quarter, while larger ads have surpassed smaller options in popularity, according to a recent report from DoubleClick.

The second-quarter, ad-serving trend report was based on 149.8 billion ads delivered by the New York-based advertising technology company in the period ending June 30.

Rich-media ads, defined as ads that fly across Web pages, pop-ups, and any ad that includes Macromedia Flash technology, represented 32% of all ads served in the second quarter.

While the 468 x 60 banner still accounts for a substantial portion of all ads served (42%), the report revealed that it has been losing ground to other, larger sizes. Since the same time a year ago, the standard banner declined in volume by 23%.

Conversely, larger ad units, like large rectangles are on the rise. The 300 x 250 rectangle increased in volume to 257% in Q2 compared to the year-ago period, while the 336 x 280 unit grew 117% in volume.

Skyscrapers, now the second most popular ad unit, made up 9% of all ads served in the second quarter. Volume for the ad is up 55% versus Q2 2002.

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