Poor rich media; Lack of standards threatens to thwart advertisers' attempts to produce and run national campaigns.(Macromedia Inc. (San Francisco, California))(Brief Article)

Advertising Age, February, 2001 by Riedman, Patricia

Rich media, once hailed as the panacea for online advertising, is still struggling to hit the mainstream.

A lack of technological standards is plaguing the ad form, ranging from the inability to easily run national online campaigns across multiple sites to insufficient tracking abilities.

This comes at a time when more publishers, unhappy with falling cost-per-thousand impression rates for ad banners, are under pressure to sell more expensive rich-media options. At the same time, more traditional advertisers, distressed by 0.3% and 0.4% average banner click-through rates, are experimenting with online advertising and turning to rich media options-which range from animation to audio and video-because they are the closest things to what advertisers know...

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