November 8th, 2010 | Published in Google DoubleClick
Back in June of 2009, we highlighted the percentage of total display advertising volume going to rich media ads in the introduction of our “Brand Value of Rich Media and Video Ads” report. The headline on the first figure in the report stated, “Rich Media Only 6% of Ad Serving Volume in 2008.”
Checking back in, we find that, based on data collected by The Nielsen Company during Q3 2010, rich media volume is up -- by a lot. Today, rich media ads make up 10% of ad serving volume -- a whopping 4 percentage point increase since our report was published.
Look for rich media volume to continue to grow as more advertisers seek out the benefits of incorporating video and interactivity into their display advertising campaigns. After all, anything Flash ads can do rich media ads can do better.