New research has revealed rich media ads are three times more effective as traditional display advertising fail to impact consumers.
Adform's Quarterly Media Barometer report, which analysed over 90bn ad impressions in 18 countries, found that online audiences are three times more likely to click on rich media than traditional banners.
Consumers consider banner ads as ‘not up to standard’, a warning to advertisers of the importance of investing in rich media solutions, said Adform.
Additionally, the research showed that the time consumers spent engaging with rich media increased by 74% during the last quarter, which coincides with a spike in online video advertising playtime, which increased by 6%.
Gustav Mellentin, CEO at Adform, said: “A number of key innovations are coming to fruition in online display advertising from real-time bidding and rich media to dynamic creative optimisation, and better mobile and social integration. Where some advertisers are clearly reaping the rewards available to them, many more advertisers are missing out on the opportunity to optimise their campaigns.”