Archive notice: This article was originally published on January 14, 2008. Links and embedded videos are preserved as part of the historical record.
DoubleClick, a leading provider of marketing solutions for media agencies, media companies and advertisers, today announced the launch of Spotlight for Rich Media. For DoubleClick, Spotlight for Rich Media is an important milestone in the development of reporting tools. It is the first DoubleClick report to correlate individual rich-media metrics—such as interactions, impressions, multiple click-throughs and video plays—directly with conversions made on a website. Advertisers can use this report to assess the effects of specific graphical and interactive elements of rich-media campaigns and gain insights into consumer behavior and campaign optimization.
Starcom USA, a leading American media agency specializing in communication between consumers and brands, is one of the first companies to use Spotlight for Rich Media. Starcom introduced the new report to express the relationship between rich-media features and conversions in meaningful figures that provide its clients with detailed results.
“This is a major breakthrough for us, because DoubleClick’s Spotlight for Rich Media allows us to capture and analyze data that is crucial to understanding advertising effectiveness much more efficiently,” explains Jeff Marshall, Senior Vice President and Digital Managing Director at Starcom USA. “As an agency that uses insights into consumer behavior to improve the success of its clients, we are excited about this new source of information and look forward to using rich-media advertising more efficiently.”
Starcom already uses DoubleClick’s DART for Advertisers (DFA) and DoubleClick Rich Media for its rich-media and display advertising. Spotlight tags are used on campaign landing pages to enable measurement of conversions. Types of conversion measured include shopping-cart checkout, page views and newsletter registrations. Spotlight tags can be configured freely and allow reporting on conversion metrics for post-impression and post-click conversions. They were developed to determine the effect of advertising expenditure on conversions and to measure conversion goals in search-engine, display and rich-media online campaigns.
“The experience Starcom has had with DoubleClick’s new Spotlight for Rich Media is a good example of the insights agencies and marketers can gain about particular interactions within rich-media ads,” confirms Richard Kidd, Senior Director DoubleClick Rich Media and Video EMEA. “For the first time, our clients learn about the impact of specific interactive creative elements within individual rich-media ads on conversions and ultimately on return on investment.”
As rich-media advertising budgets increase significantly, it becomes ever more important to gain sound knowledge of the effectiveness of complex rich-media advertising. According to Forrester Research’s report “US Interactive Marketing Forecast, 2007–2012,” published in October 2007, rich-media advertising will rise to 42 percent of the entire U.S. online-marketing market by 2012.
Spotlight for Rich Media was developed to determine the relationship between standard or customized rich-media metrics and all forms of Spotlight conversions without requiring retagging or changes to rich-media ads. The report identifies the number of conversions and the current monetary value generated through video starts, completed video plays, impressions, interactions or individual exit links (clicks), and enables customer-specific, customized reporting. The report is free for existing DFA customers.