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).


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.