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DoubleClicks First Quarter Ad Serving Report Reveals For the First Time How Consumers Interact With Rich Media

Audience Interaction Metrics Based on Rich Media Campaigns Executed through DART Motif

New York, NY, 5/11/2004 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing solutions for advertising agencies, marketers and web publishers, today announced results of its Q1 2004 Ad Serving Trend Report. The report reveals for the first time the way in which consumers are interacting with rich media ads delivered by DoubleClick, along with other key metrics for online advertising including click-through rates and ad size adoption. This global data is useful as benchmarking statistics for advertisers as it represents one of the largest pools of information from both publishers and advertisers on ads served during a given period.

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2. wide launch of high definition to rich media online ad campaigns, 3 March 2008 ... wide launch of high definition to rich media ... DoubleClick, a premier provider of digital ... quality video in full screen. DoubleClick Rich Media enabled HD Video ... first company in the US to implement DoubleClick Rich Media with HD Video ...

Credit Union DART MotifSM, DoubleClicks joint rich media solution with Macromedia, enables advertisers to measure different types of activities that can result from rich media. On average, more than 18% (18.4%) of Motif units are interacted with. Motif units display for 85 seconds, and the average interaction time is 30 seconds. The interaction could include users clicking to additional layers of content, mousing or rolling over the unit, playing a game, or closing the viewing window.

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Merchant Credit Guide Co Note that these display and interaction times vary widely by the form of rich media. Motif banners usually appear at the top of a page and have the longest display times of the Motif products, with an average of 309 seconds. This number may be high due to users keeping browsers open while they multi-task and perform other functions on their computers. Motif expanding units display for an average of 91 seconds, while Motif floating units have the lowest display times of Motif products at 30 seconds. Banners have the longest opportunity to display depending on how often users refresh pages or how long they spend viewing them, while floating units do just what they are designed to: attract attention and then disappear.

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Apply Online For Credit Card DoubleClicks latest Ad Serving Trend Report debuts significant new metrics that expands our understanding of the effectiveness of rich media, said Doug Knopper, Senior Vice President and General Manager, Online Advertising Solutions at DoubleClick. The ability to analyze how a user interacts with a rich media ad, and for how long, makes it one of the most measurable forms of advertising. The results are encouraging users are spending on average 30 seconds interacting with rich media ads executed with DART Motif, a phenomenon which suggests increased branding opportunities and response overall.

Despite their importance and growing popularity among businesses, to consumers, ed in mystery. It was not clear how they were calculated or who was using them. In fact, the Federal Trade Commission (FTC) put out an opinion stating that federal law did not require the credit bureaus to reveal credit scores to consumers who requested their credit reports. This was in part, because the 1996 revisions to the Fair Credit Reporting Act (FCRA) specified disclosure was not required of "any information concerning credit scores or any other risk scores or predictors relating to the consumer."¹⁴

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Credit Repair Rich media increased 54% from Q1 of 2003 to more than 42% (42.8%) of all ads served by DoubleClick in Q1 of 2004. Rich media is defined by DoubleClick as dynamic ads that fly across web pages, pop-ups, and any ad that includes Macromedia Flash creative technology. For advertisers using direct response metrics, rich media click-through rates are nearly four times higher than those for non-rich media (0.98% as compared to 0.25%).

Active Credit Credit Guide CLICK-THROUGH RATES ON THE REBOUND OVERALL

Credit Score Average click-through rates for all ads served by DoubleClick both advertisers and publishers shot back up from a low of 0.44% in Q4 to 0.56% in Q1 2004. When the subset of ads served and tracked purely by advertisers is analyzed (some ads are served by publishers for advertisers), interesting patterns emerge: click-through rates also increased from Q4 03 (0.4%) to Q1 04 (average of 0.48%).

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Bad Credit Loan The standard banner (468 x 60 pixels) still accounts for the largest portion of all ads served by DoubleClick (32%), but declined 2.3 points from Q4. The leaderboard, a wide unit (728 x 90) that often appears at the tops of pages of content, first made DoubleClicks top 20 sizes list in Q1 2003 and grew 1384% year-over-year. It continues to be the second most common size (a slot it assumed in Q4) and now accounts for 8.6% of all ads served by DoubleClick.

Credit Definition Derivative Skyscraper usage has stabilized at around 9.8% of all ads served by DoubleClick, while the large rectangle continues to grow and now accounts for 4.6% of all ads served. Sizes that lost ground over the past year include the square (250 x 250), which is most often used for behind or top-of-the-page creative that pops up (down 10% year-over-year), as has the 240 x 400 rectangle (-49%) and the 125 x 125 button (-19%). The number of ad sizes used by advertisers is still extremely high at 10,631 different pixel-sized units, but is down slightly from the high of Q4, when DoubleClick served 10,844 different ad sizes.

Bad Credit Mortgage Click-through rates for DoubleClick inventory vary by size, and these numbers have fluctuated dramatically each quarter, reflecting the assumption that click-through rates relate more to creative intent and specific placement than actual ad size. The 728 x 60 had the highest click-through rates at 0.86%, followed by the square pop-up (250 x 250) at 0.73%. The average click-through rate for a standard 468 x 60 banner is 0.35%.

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Business Credit Card The DoubleClick Q1 2004 Ad Serving Trend Report contains aggregate data from DoubleClicks DART for Advertisers and DART for Publishers online advertising serving technology. The data is based on over 894 billion ads globally from thousands of clients served since Q1 of 2003. This report includes global numbers (North and South America, Europe, Middle East, Africa, Asia Pacific) along with specific data for EMEA/APAC. For the executive summary, please visit Knowledge Central at www.doubleclick.com/us/knowledge .

Banker Complete Credit Guide About DoubleClick Inc.

Credit Card Application DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 20 offices around the world.

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