Spotlight for Rich Media
Whether you’re a major consumer brand, direct response marketer, or somewhere in-between, interactive marketing is all about results. Rich media holds the promise of providing better insight on consumer behavior through interaction and detailed creative metrics, but calculating the direct effect of these metrics has often been elusive.
DoubleClick’s Spotlight for Rich Media report changes the way you look at display advertising. It is designed to enable you to correlate individual rich media metrics like interactions, expansions, multiple click-throughs and video plays directly to conversion activities on your website. Using this insight helps you to judge and optimize the performance of specific graphical and interactive elements within your ad units and make educated, intelligent choices about creative development and media for the next campaign.
Using Spotlight for Rich Media
The diagram shown below illustrates the best practice of using Spotlight for Rich Media to compare the conversion rates of individual rich media converting events to the overall conversion rate for the creative:
As you can see from this diagram, Spotlight for Rich Media is designed to provide you with actionable insight into the performance of rich media creatives. Just a few of the questions this powerful report will help you answer:
- Monitor conversion rates for multiple click-thru links and update creatives to promote the link that’s driving the most value.
- Estimate the real dollar return of different types of video.
- Calculate the direct revenue effect of aggressive implementations like mouse-over-to-expand and auto-expand versus conservative approaches like click-to-expand.
- Measure how individual features within a rich media ad correlate to conversions so you can promote more of what works.
Additional Resources
To learn more about Spotlight for Rich Media, download the PDF, which includes information on getting started.