Internet Retailer: As online advertising grows, rich media will grow even faster, study says

Jupiter Research reports that rich media will outpace online ad growth, focusing largely on the Flash technology that allows advertisers to introduce text and animation motion.

The Flash format has enjoyed increased use not just for introducing an additional richness to creative, but also for its ability to compress executions into much smaller file sizes, better conforming with many ad servers' requirements. In fact, many ad servers allow more permissive file limits for rich media, making the use of flash a double gain for advertisers hoping to cram more content into their advertising.

[Editor's Note: The Internet Retailer story linked above contains some misreadings of the Jupiter numbers. Nate Elliott of Jupiter Media wrote in to provide the correct figures listed in the continuation.]

Nate Elliott's corrections to the Internet Retailer story:

"…The numbers they're pointing to are combined rich *and
streaming* media advertising numbers, not just rich media numbers. Also,
they list our forecast for total online ad spend in 2008 as $39 billion,
when in fact it's only $14.8 billion. Here's how their table should look:"

Year: Total Online Ad Spend / % Rich Media / % Streaming Media

2003: $6.3B / 8% Rich / 3% Streaming
2004: $7.6B / 11% Rich / 4% Streaming
2005: $9.5B / 15% Rich / 6% Streaming
2006: $11.3B / 18% Rich / 8% Streaming
2007: $13.1B / 21% Rich / 11% Streaming
2008: $14.8B / 25% Rich / 14% Streaming