Purchase intent – rich media trumps static banners

Posted by Merchenta on September 27, 2010

When it comes to establishing which types of media deliver on purchase intent, ad network DoubleClick have a wealth of data to draw upon.This study shows just effective rich media units can be in comparison to good ole’ fashioned static banners.

Key takeawa – rich media units deliver almost double the purchase intent of static GIF or JPEG banner ads. (Purchase intent relates to the final point in the conversion funnel where a consumer is most likely to purchase something online).

Doubleclick-rich-media

This is particularly significant for affiliate merchants and eCommerce retailers with active affiliate programmes.

Many affiliate networks require the production of static banners in a range of standard IAB formats. In the display-ad world, networks like DoubleClick know that static banners don’t deliver sales.

Merchenta’s interactive and engaging interactive banners deliver higher conversion rates for affiliates and affiliate merchants. We’re working on a detailed report of our own on the performance of Merchenta Ministores across key verticals. Initial analysis shows that Merchenta units typically deliver a 2x – 3x improvement over traditional Flash animated ads – that’s over 10x improvement over static banners – delivering a clear return on investment.

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Our I2 dashboard summarises all the key metrics in real-time to provide actionable insight. Want to know where your ads are running right now? Not a problem. Interested in conversion trends? I2 has got that, too. Clickthroughs, engagement rates/ Yup. Compatible with desktops, iPad, iPhone and Android - monitor campaign progress even whilst on the move.

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We’re excited at the opportunities Merchenta can bring - and are looking forward to further success as we roll IntelliAds out across Europe.