If you are interested in advertising trends, this is the report for you? According to DoubleClick’s year-end summary, skyscraper usage doubled in 2002, rich media usage increased by 43 percent, and more then 42 percent of ads in Q4 2002 were targeted by content or keyword.

The report also indicates consumers are responding to bigger and richer ads with increased click-through rates. According to DoubleClick, view-through rates (based on users taking an action within 30 days of seeing an ad) rose 47 percent during the year, from .36 percent in the first quarter to .53 percent in the fourth quarter. Rich media led the way, recording click-through rates of 2.5 percent in the fourth quarter. Click-through rates for non-rich-media ads actually declined from .4 percent in the first quarter to .3 percent in the fourth.

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