According to a PointRoll survey of online advertising creative professionals, 70 percent view branding as the most or second-most important goal of online advertising, and interaction rate, said 53 percent of respondents, was the most important measurement of rich media performance, reports InternetRetailer.

Video is gaining ground online, the study finds. Some 79 percent of those surveyed say they have included video when creating rich media ads; 53 percent say video should be 15 seconds or less for online advertising.