Holiday Shoppers Like Rich Media
Eyeblaster put out recent data that suggests that retail shoppers displayed more comfort with advanced online advertising this past holiday season. The company found that rich media advertising continued to succeed in targeting retail consumers and inviting interaction as never before.
The study shows a large shift among online retail advertisers toward user-expandable (and away from auto-expanding) advertising; a move that retail consumers rewarded with a 35% increase in expansion duration over the same period in 2006. Expansion duration, the time a consumer chooses to spend interacting with an ad in its expanded state, provides a direct measurement of consumers’ proactive interest and perceived relevance of ad content, states the release.
The rich media company (Eyeblaster) delivered over one Petabyte (one billion MB) of advertising content, predominantly video and Flash, in November alone. “Campaigns running during high-volume periods, such as the holiday season, must p ay extra attention to ensuring a high-quality, consistent brand experience,” said Brad Rinkin, VP of marketing at Akamai Technologies, a service provider for content and applications online. “Eyeblaster has achieved the elite status of being a heavy-volume client, able to maintain consistently reliable quality in their executions.”
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