MediaPost: Is Rich Media Worth It?

At last week's ESOMAR and ARF Worldwide Audience Measurement Conference in LA, Nielson/NetRatings and Dynamic Logic released a study conducted of "approximately 1,000 top publishers" (there are 1,000 top publishers?) that concluded rich media ads live up to the hype. Among the findings, rich media ad campaigns rose from 1.7% of the site's ad runs in Q1 2002 to 7.9% in Q1 2003. And bigger apparently is better, as larger format ads apparently generated higher interaction and brand-favorability rates. Unfortunately, I can't find the report itself, just this coverage of the report.