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Home > Computers and Information Technology > Software > Content Management
Rich Media: Techniques and Trends
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| Published Date:
December 2004
Published By:
eMarketer
Page Count:
27
Order Code:
R203-358
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Attention: Advertising Agencies, Marketers, Web Publishers, Online Retailers, Large Corporations and SMEs
The Rich Media report analyzes the changing dynamics of online advertising, an industry that is growing much faster than many pundits expected and in ways almost no one predicted.
As the paid search boom crests, the next wave of online advertising is building. Rich media ad spending grew by nearly 37% in 2004, and growth rates of more than 25% are projected for the next three years.
The barriers to rich media growth are rapidly falling as advertisers learn which rich media formats work best for their goals, how to implement rich media-based campaigns and how to track the results of the online portion of their campaigns. As a result, the market is becoming increasingly valuable for advertisers, agencies and Web publishers alike.
Questions the Report Answers:
- Why does rich media make up only 8% of total US online ad spending?
- What will drive rich media spending up?
- How should marketers decide which of the many type of rich media format to use?
- What are the most accurate ways to measure rich media results?
- How can companies make streaming media advertising part of their campaigns?
- Will higher prices and greater complexity prevent rich media advertising from breaking out of niche status?
- Why do big advertisers want rich media to work?
- What are users' attitudes toward rich media?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
eMarketer's Rich Media report gives you eMarketer's objective, unbiased analysis of the issues advertisers and their agencies face online, and aggregates the latest opinions, trend data and surveys from leading marketing and communication researchers—so you get the comprehensive, up-to-date business intelligent you need to make smart business decisions.
Excerpt
Broadband And The Rich Media Audience
While this diversity of definitions creates difficulty in measuring market size, at least in dollars, there's little question that rich media usage is growing rapidly. The single most important factor supporting that growth is the audience--more people are going online; they spend considerable time online and do more things there; and more and more of them access the Internet using high-speed connections that make rich media ads palatable (even if not always welcome).
That the Internet is a mainstream medium, an effective place for branding-oriented advertisers to reach part of their audience, is implied in a recent Online Publishers Association report titled Generational Media Study. When the trade group asked 1,235 US adult Internet users to choose two, and only two, media outlets (and jettison the rest), 45.6% made the Internet their first preference. As the clear-cut second banana among the respondents, 34.6% picked TV as their first choice, with every other medium in single figures.
While this survey may reflect Internet users making the Internet their first choice among media, it also indicates that once people get accustomed to going online, they tend to make it primary in their lives—or at least secondary to television.
And this trend toward choosing the Internet first will only continue, since more than 50% of the youngest cohort, age 18 to 24, made the Internet its main choice among the eight media surveyed.
Furthermore, 74% of the OPA respondents use the Internet for entertainment. That's more than for print media, and starting to approach TV levels (at 86%). And the best of rich media entices its audience through being, in some way, entertaining—much like television commercials.
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