DoubleClick Adds Event Reporting to Rich Media Tool

Share this content:
DoubleClick is expected to announce today that its new rich media platform has added multi-event reporting, which lets advertisers trace how users interact with the ads.


The reports, which analysts say are key to the success of DoubleClick's DART Motif rich media platform, let advertisers track up to 30 events, from how long the ad displayed to with what elements the user interacted. The reports were not included in the initial July rollout of Motif, which is a joint product with Flash developer Macromedia.


Nate Elliott, a Jupiter Research analyst, said Motif could help solve some of the thornier problems of using rich media, such as the inefficiencies in the creation, trafficking and reporting processes.


"It's a promising tool once the multi-event reporting is in place," he said. "For DoubleClick, it's all about getting agencies to use the tool and getting publishers to accept the tags."


DoubleClick, New York, has made progress toward those goals. Agencies like Zentropy Partners, Tribal DDB-Dallas and Universal McCann signed on to use Motif. DoubleClick said more than 20 publishers accept Motif ads and most top publishers are testing it. Still, Elliott said it would take time for both agencies and publishers to acclimate to Motif.


DoubleClick hopes to win over agencies and publishers with the efficiencies created from having a rich media platform that is integrated with DoubleClick's ad-serving platform, eliminating the need for third-party rich media vendors like Eyeblaster and Unicast. According to DoubleClick's recent ad-serving report, 37 percent of ads served on DART in the third quarter were rich media.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here