The list of online ad formats is long, but the differences in how each type performs is increasingly scrutinised and increasingly important to both advertisers and publishers. New research from digital marketing and technology firm PointRoll has found that expandable, rich media ads are more likely to engage consumers than non-expandable flash ads, a press release from the company stated.
When measuring across brand and by direct response, the study found that expandable ads outperformed non-expandables for brand searches by an average of 39 percent (the highest was 155 percent). For driving key purchase indicators, expandables outperformed non-expandables by an average of 43 percent (the highest reported was 115 percent).
The study was conducted on campaigns from Automotive, CPG and Financial Services verticals from 2009-2010, to examine rich media performance across industry verticals, according the the press release. For the purposes of the study, expandable ads were defined as those which expand from a banner size when the consumer hovers or clicks on them. Meanwhile, non-expandable ads remain the same size.