Four Ad Serving Tips (286 words)
By Paul Barbagallo
Online advertising continues to prove its effectiveness for marketers while becoming a creative, yet standardized, medium.
According to DoubleClick's First Quarter 2003 Ad Serving Trend Report, based on more than 136 billion ads from clients, rich media continues to increase as a percentage of all ads served in the first quarter of 2003. The research underscores the importance of rich media, view-through measurement and dayparting, a practice of promoting different content during different segments of the day.
To optimize the performance of your campaigns, DoubleClick offers the following four ad serving tips:
1. Set up trackable rich media campaigns. Rich media can increase the likelihood of conversion (0.78 percent post-impression activity per impression rates, compared to 0.41 percent for non-rich media), but make sure you set up the campaign to track both post-impression activity and view-throughs.
2. Promote view-through and post-impression tracking. Don't forget the importance of view-through metrics. View-throughs assess actions observed within 30 days of viewing ads and reflect the potential latent impact of campaigns. If you only accept click-through rates as a measure of effectiveness, you're missing the larger picture of the impact of those ads.
3. Use larger ad units for direct response. Some larger ad units, especially the 250 x 250 pop-up size, appear to be particularly effective at driving clicks (1.45 percent average click-through rate).
4. Daypart for at-work reach. Dayparting may be a particularly effective technique for online advertising, especially if you have time-sensitive messages or want to reach a certain segment of the at-work audience. Ask the sites you advertise on for information on their own unique dayparts and use the new tools available in Nielsen//NetRatings or comScore.
For more information, visit www.doubleclick.com.