SOURCE: eMarketer

April 25, 2005 08:30 ET

Rich Media Gaining Influence Among Marketers

NEW YORK, NY -- (MARKET WIRE) -- April 25, 2005 -- Rich media advertising is coming into its own. The rapid growth of broadband Internet access has created new opportunities for the use of rich media, allowing marketers to engage audiences at an emotional level once reserved for television.

Revenues of rich media advertising, which combines sound, motion and interactivity, totaled roughly $800 million in 2004, while accounting for less than 10% of all online advertising. By 2008, eMarketer expects that number to reach $2.2 billion, as traditional advertisers look to rich media for branding opportunities.

A new eMarketer white paper, "Rich Media: At the Tipping Point," sponsored by Advertising.com, analyzes the changing dynamics of online advertising, an industry that is growing much faster than many pundits expected and in ways almost no one predicted. Rich media ad spending grew by nearly 37% in 2004, and spending will continue to grow by more than 20% annually through 2008.

"Rich media advertising will increasingly influence how advertisers and agencies approach online marketing and how publishers compete for advertising revenue," says Advertising.com CEO Scott Ferber. "This report is critical reading for virtually anyone with a stake in the future of online advertising."

Some of the questions and issues raised in the white paper include:

--  What rich media standards are emerging?
--  What are the best ways to measure rich media results?
--  Which formats work best -- and when?
--  Which strategies are capturing consumer attention?
    
Copies of "Rich Media: At the Tipping Point" are free and are available for download at http://www.emarketer.com and http://www.advertising.com/Marketing/Files/rich_media_white_may05_FINAL.pdf .

About Advertising.com

Advertising.com conducts strategic direct-response and brand marketing campaigns that guarantee bottom-line results for our clients. From web ads to search listings, we offer diverse tactical tools, innovative thinking and the most expansive reach in the industry. Advertising.com is a wholly owned subsidiary of America Online, Inc. For more information, visit www.advertising.com or call 410.244.1370.

About eMarketer

eMarketer is "the First Place to Look" for market research information related to e-business, online marketing and emerging technologies. eMarketer aggregates and analyzes e-business research from over 1,700 sources and brings it together in one place. This research is presented in analyst reports and the "eStat Database" -- the most comprehensive compilation of up-to-date e-business and online marketing statistics in the world. For more information, visit www.emarketer.com.

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