Agencies And Advertisers Can Now Measure The Conversion Effect Of Specific Rich Media Features Through Doubleclick Rich Media
Media agency Starcom gains greater insight into the effectiveness of rich media campaigns via access to DoubleClick’s Spotlight for Rich Media
New York, NY, January 7, 2008 : 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.
| Advertising Info |
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 specializing 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 utilizing 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 customizable 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 Advertising Products for DoubleClick. “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.
 |