ADOTAS — On average, rich media formats are the most successful at driving purchase intent, according to a study by Double Click.
Comparing the brand performance of over 4,000 brand campaigns using rich media, GIF, JPG, and simple Flash ad
formats, as the graph below shows, exposing audiences to a single rich media with video ad results in an average
1.16% increase in purchase intent among exposed groups compared to control. Using rich media without video results in an average 0.50% increase over control. Simple Flash shows the poorest results at driving purchase intent.
On average, rich media with video was also the most successful of the ad formats studied at driving
brand favorability. Exposing audiences to a single rich media with video ad, on average, results in a 2.30% increase in brand favorability among exposed groups compared to control. In contrast, simple Flash shows the poorest results at driving brand favorability.