Internet Retailer: Rich media show higher conversion rates than other online ads, study says

DoubleClick reports that two out of five ads it served were rich media ads, up about 60 percent from the year before. Where ad clickthrough rates plummeted to 0.43 percent across normal ads, rich media ad response rates plummeted to 1.11 percent, just about where non-rich ads were last year. Post impression sales rates were much better with rich media, showing a 2.3 percent transaction rate versus a 1.47 percent rate.