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.