Rich Media, Rich Response

Sez DoubleClick, via a new study:

RICH MEDIA, INCLUDING FLASH AND streaming ads, have a greater effect on advertisers' brand metrics than JPEG and GIF ads, according to a DoubleClick report released this week. DoubleClick considers rich media to be Web ad units based on technologies that are more complex than GIF and JPEG and simple animation.

The paper, "Evolution of Rich Media Advertising," cited a recent Dynamic Logic study in which ad awareness increased 9 percentage points for rich media above the control group, compared with a 7.5 percentage point jump for GIF and JPEG ads. Also, aided brand awareness for the RM ads rose 4 percentage points, compared with 3.3 points for the JPEG and GIF ads.