MediaPost: MediaPost Advertising & Media Directory

DoubleClick data reveals that more than 73% of all campaigns incorporated some form of targeting criteria in the third quarter. The fact that only one quarter of all ads served are run-of-network attests to a continued sophistication in the online planning process. Furthermore, keyword and key value remain the most common type of targeting used by advertisers with 82% of targeted ads. This includes both keywords on search engines served by DoubleClick and content targeting on specific sites. [..]

Marketers have also used geographic targeting in 12% of all targeted ads and targeting by time of day is now 3% of all targeted ads served.

DoubleClick also reports that rich media usage has grown by 34% from the first quarter to the third quarter. In the third quarter, nearly 25% of all ads served by DoubleClick were rich media. [..]

Average click-through rates for rich media held constant at 2.7% in the third quarter as compared to 2.5% in the first quarter, while click-through rates for non-rich media declined from 0.4% in the first quarter to 0.27% in the third quarter.

Great news but why are there any campaigns out there at all that are NOT targeting and taking advantage of better forms of online advertising?