Re: Tracking Rich Media Banner Advertising

From: Nate Elliott <nate_at_doubleclick.net>
Date: Fri 27 Oct 2000 12:14:52 -0500

GLENN SMITH <gsmith_at_digitalbridge.com> WROTE:
> I've been told that Rich Media banners cannot be
> tracked from a click through standpoint, but can be
> tracked by impressions. Is that true, and does anyone
> on this list know of an Ad Serving service that does
> track rich media impressions and click throughs?

As has already been stated, it is possible to track
rich media. Another important note, however, is that
the rich media vendors themselves do the most complete
tracking on their technologies -- many provide
reporting beyond simple impressions and clicks.
BlueStreak and Enliven both track not only impressions
and clicks on their banners, but also how often the
banner was expanded and a variety of other metrics.
Unicast tracks impressions and clicks on their
Superstitials, and can also track clicks on different
hotspots inside the ad separately if you want. These
vendors (and others like them) prove that rich media
tracking is not only possible, but is often more robust
than tracking on GIFs and JPEGs.

Currently, most commercial ad management systems are
only equipped to track impressions and clicks -- so
additional metrics are reported only by the rich media
vendors themselves. However, a number of rich media
vendors have worked to ensure that ad management
systems can track the impressions and click on their
technologies; this can allow advertisers to view
clickthrough rates for different creative types all on
the same report.

DoubleClick DART is able to report impressions and
clicks on several rich media technologies including
BlueStreak, Enliven, Unicast Superstitials, Flash, ePod
and HTML/DHTML.

Nate Elliott
Rich Media Manager
DoubleClick Media
nate_at_doubleclick.net





Received on Fri Oct 27 2000 - 12:14:52 CDT