Rich Media - Latest Interaction Stats

It was nearly a year ago that I met Kathryn Stevenson from Pointroll. Yet anther 3rd Party Adserving company looking for business, or so I thought! After further investigation they were definitely leading the way with rich media advertising solutions.

Here is a recent example of a rich media ad TheWild_FatBoy

The mutli messaging available within the format increases the appeal to a given internet user. MSN is a great example of where some users will want to watch the trailer, whilst others want downloads and content to customise their messenger interfaces.

The chart below is a report from Q1 this year.



As you can see, the average interaction rate for a PointRoll ad unit is 5.6%, with avg. brand interaction time of 9.4 seconds. Leaderboards & MPU formats are now prominent ad placements within larger media owner sites. The CTR%(Click Through Rate) for standard flash based ads will vary from 0.5-3% (factors are call to action and campaign profile). If you compare the rich media interaction rate to standard flash based CTR%, you can see that rich media increases the effectivness of a campaign (usually to get a user to interact with the advertisers brand/content).

If you are planning a rich media campaign outside the UK, be sure to check stats of broadband users.

Data Source: