As a follow-up to my post of the other day, I met today with rich media technology firm Point Roll, owned by Gannett. They say they'd be thrilled if media agencies and video sites came up with an online video standard...then they would have an easier time serving up their rich media units to varied sites without having to adjust. In the meantime, rich media is still a small percentage of total display, but (not surprisingly) PointRoll says their clients want more of it, thanks to the increased interactivity that's available on these rich media ads -- everything from cool rollovers and expandables to HD videos, 3-D and user generated videos that can be created within the ad and then shared. And the landscape is growing, thanks to new opportunities for rich media ads on the iPhone, and an increasing number of clients that want more interactive experiences for users. Of course, it remains to be seen what clients are willing to spend in the tight economy -- will they really shift more traditional TV spend to rich media interactive spend, even while display ad spending overall has dipped?
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