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Rich Media: At the Tipping Point

on April 26, 2005 by Martina Comments

In 2004 rich media advertising accounted for less than 10 percent of all online advertising. Despite the fact there is always a lot of talk about this solution and the growth of broadband Internet access, investments are still limited. But the situation is going to change soon. A new white paper by eMarketer Rich Media: At the Tipping Point expects revenues from rich media advertising to reach $2.2 billion by 2008 (in the United States). The paper, which is sponsored by, can be downloaded for free (opens .pdf). Among the interesting stats the paper presents, I think the online advertising effectiveness should get particular attention. If compared to traditional banners, rich media usually obtain better click-through rates (look at page 7). Unfortunately, “better” is positive qualification in a comparison, but appears rather disappointing if you look at the rates from an higher perspective. According to Doubleclick, rich media accounted for an average 1.17 percent click-through rate in Q3 2004, which is surely “better” than the 0.20 percent of non rich media ads, but it’s always a very low percentage. Sure, you’ll tell me online advertising is also about branding, but yet, 1.17 still looks very low to me.

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