With the continuing increase of rich media display advertising budgets, the need for greater insight into the effectiveness of these complex ad units has never been greater. To meet this need, DoubleClick Inc., a provider of digital marketing technology and services, today announced Spotlight for Rich Media, a powerful new reporting capability designed to provide advertisers with insight into the real conversion effect of individual creative elements within rich media campaigns.
Spotlight for Rich Media is a major reporting milestone for DoubleClick – the first DoubleClick report to correlate individual rich media metrics, such as interactions, expansions, multiple click-throughs and video plays directly to conversion activities on a Web site. This report helps enable advertisers to judge the actual dollar return of specific graphical and interactive elements within creative campaigns and thereby gain insight into consumer behavior and campaign optimisation.
According to an October 2007 Forrester Research report titled “US Interactive Marketing Forecast, 2007 To 2012,” Rich Media or Interactive ads are expected to grow to 42 percent of the overall US online display market by 2012. As a result of this expected growth, the measurement of rich media campaigns will likely become more important.
One of the first customers to benefit from Spotlight for Rich Media is Starcom USA, a media communications agency specialising in making connections between consumers and brands. Starcom employed the new report to quantify the correlations between rich media features and conversion – offering significant results for its client base.
“This is an important breakthrough, because we’re now able to use DoubleClick’s Spotlight for Rich Media to more efficiently capture and report on data that is increasingly crucial to understanding the full impact of advertising,” said Starcom USA’s Senior Vice President and Digital Managing Director, Jeff Marshall. “As an agency that prides itself on the ability to use consumer insights to empower clients, we’re excited to activate this new information resource and harness the power of rich media ad units.”
Already utilising DoubleClick DART® for Advertisers (DFA) and DoubleClick Rich Media to execute rich media and display advertising, Starcom also uses Spotlight tags, a common element of campaign execution, on the landing pages of the campaigns in order to measure conversions. The conversions being measured include goals like shopping cart checkouts, page views or newsletter sign-ups. Spotlight tags are highly customisable and enable reporting on conversion metrics for both post-impression and post-click conversions. They are designed to enable advertisers to attribute campaign spending to conversions and to measure conversion goals across online search, display and rich media campaigns.
“Starcom’s experience with DoubleClick’s new Spotlight for Rich Media is exemplary of how the report provides agencies and marketers with insight into the specific interactions taking place within rich media creatives,” said Ari Paparo, vice president of Rich Media. “For the first time, our customers can learn about the effect of specific creative choices on conversion and ultimate return on investment.”
The Spotlight for Rich Media report is designed to provide correlation data between either standard or custom rich media metrics and any type of Spotlight conversion, without requiring any retagging or changes to rich media creatives. The report displays the number of conversions and actual dollar amount generated from video plays, video completes, expansions, interactions, individual exit links (clicks), and any client-specific custom reporting. The report is free for existing DFA clients.
About DoubleClick Inc.
DoubleClick is a provider of digital marketing technology and services. Many of the world's top marketers, publishers and agencies utilise DoubleClick's expertise in ad serving, rich media, video, mobile, search marketing and mobile advertising to help them make the most of the digital medium. From its position at the nerve centre of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 14 data centres worldwide, the company employs more than 1,300 people and delivers billions of digital communications every day. Learn more at emea.doubleclick.com
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