Rich media ad firm PointRoll has launched AdArchitect, a suite of tools that enable users to develop and execute rich media ads with greater ease and minimal coding knowledge.

Targeted to designers and developers, AdArchitect promises to reduce production time by 30%. Ads created on the product can be executed using any of PointRoll's rich media offerings, including expandable, "polite" and floating formats.

It also comes equipped with:

• Creative Manager, a desktop app that syncs with AdPortal and enables file uploads, ad unit creation and demos. It is powered by Adobe AIR.
• Flash API, which lets users integrate PointRoll Flash into their creative. Analytics is included.
• Flash Components Library, a suite of drag-and-drop elements that let users add and customize Flash features without having to use ActionScript or hand-produce code.

PointRoll claims its particular flavor of rich media display ads yield a 550% lift in engagement over standard ads and an over 60% increase over typical Flash ads. A support team has been dedicated by the company for clients seeking demonstrations and quotes on the platform.

A recent DoubleClick study confirms that the use of video in rich media ads are more likely to lead to a purchase.