Revolution: DoubleClick unveils latest web ad trends

DoubleClick's ongoing study of ad serving trends showed that click rates declined about nine percent in the second quarter, while rich media usage grew 34 percent over the previous year. Other notable tidbits include the increased popularity of the leaderboard ad size (up to about eight percent of all ads); rich media garners about five times the clicks as plain vanilla ads. Most interestingly post-impression advertiser site visits are more common than even immediate clicks on ads, meaning that clicks are becoming less and less a good measure of ad performance, even for direct response metrics.