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Rich Media: Techniques and Trends
eMarketer, Dec 2004, Pages: 27
In the world of online advertising, paid search currently dominates the headlines and takes the lion's share of revenues, but a new star is rising. Driven by consumers' swift adoption of broadband and the migration of traditional brand marketers to the Internet, rich media's day is about to dawn.
This report is for the attention of Advertising Agencies, Marketers, Web Publishers, Online Retailers, Large Corporations and SMEs.
The Rich Media report analyzes the changing dynamics of online advertising, an industry that is growing much faster than many pundits expected and in ways almost no one predicted.
As the paid search boom crests, the next wave of online advertising is building. Rich media ad spending grew by nearly 37% in 2004, and growth rates of more than 25% are projected for the next three years.
The barriers to rich media growth are rapidly falling as advertisers learn which rich media formats work best for their goals, how to implement rich media-based campaigns and how to track the results of the online portion of their campaigns. As a result, the market is becoming increasingly valuable for advertisers, agencies and Web publishers alike.
Questions the Report Answers:
- Why does rich media make up only 8% of total US online ad spending?
- What will drive rich media spending up?
- How should marketers decide which of the many type of rich media format to use?
- What are the most accurate ways to measure rich media results?
- How can companies make streaming media advertising part of their campaigns?
- Will higher prices and greater complexity prevent rich media advertising from breaking out of niche status?
- Why do big advertisers want rich media to work?
- What are users' attitudes toward rich media?
And many more...
Sources:
AccuStream iMedia Research
DoubleClick
Dynamic Logic
eMarketer
JupiterResearch
MarketingProfs.com
MediaPost Communications
Nielsen//NetRatings AdRelevance
NPD Group
Online Publishers Association (OPA)
Unicast
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