A study of ads run through DoubleClick's serving system revealed a few interesting findings. Rich media ads increased from about two of every five ads in Q1 2003 to about half of all ads in Q1 2004. Those rich media ads pulled about four times the clicks as their non-rich counterparts, getting about a one percent clickthrough. Overall, the best news from the study was that the clickthroughs were finally on a rebound after a very, very long trip down to 0.44 percent in Q4 2003. This past quarter they rose back up to about 0.56 percent on average. Standard banners are still the main ad format, with leaderboards gaining ground in the number two spot. Skyscrapers come in number three, with most other sizes declining in share.

For comparison, here is the coverage of last quarter's equivalent study.