The Creativeness and Effectiveness of Online Interactive Rich Media Advertising

This field experiment attempts to determine whether online, interactive, rich media advertising garners more user interactivity, measured as click-throughs, than non-interactive, rich media ads run during the same time frame on a major regional newspaper's Web site.

The Creativeness and Effectiveness of Online Interactive Rich Media Advertising

Ginger Rosenkrans Pepperdine University

INTRODUCTION

Online advertising spending's change in growth for 2008 was 10.5%, and it is expected to experience a 0.1% change in ad spending growth in 2009 and 10% change in growth in 2010 (Emarketer 2009b). In 2007, online ad spending for search, display, and rich media reached $21.2 billion in 2007, and these levels reached $23.5 billion in 2008 (Emarketer 2009a). Online ad spending for the same ad formats likely will reach $24.4 billion in 2009 and $26.7 billion in 2010..

By 2005, the Internet...

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