Kelly J. Andrews While

By Kelly J. Andrews While Internet usage and e-commerce have skyrocketed, banner ad click-through rates have dropped precipitously amid the clamor. While 83 million U.S. adults now have Internet access, according to IntelliQuest, an Austin, TX, market research firm, most industry analysts say the response rate to banner ads is less than 1 percent. There may be more consumers online, but direct marketers aren't interested in creating or collecting impressions—they're trying to make sales. So how can they break through the deafening noise on the Internet to make messages standout? Some think rich media is the answer. The use of rich media

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