DoubleClick Q3 online ad report shows medium maturing

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New York—Online advertising has taken on some predictable characteristics, suggesting a maturing of the medium, according to DoubleClick’s Q3 "Ad Serving Trend Report."

Rich media ads remain a stable part of online advertising, making up 43% of all online ads served in the third quarter, according to the report.

The report also found that standard banners (468 x 60 pixels) are the most popular ad format, making up 25.2% of all online ads served in the third quarter, followed by leaderboard ads (728 x 90 pixels), which accounted for 9.3% of all online ads.

Skyscraper ads (120 x 600 pixels) made up 5.6% of online ads served in the third quarter.

The average click rate in the third quarter was 0.62%, and the average click rate for rich media ads was 1.17%.

—Kate Maddox

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