A recent study conducted by Jupiter Research showed that rich media ads are projected to grow to 8% of total online spending in 2003, up to 11% in 2004 and up to 25% of online spending by 2008.

The survey was based on responses from 579 online marketers, asking which rich media ad formats advertisers use. Streaming media is set to grow much faster that the rest of rich media, reaching 3% of total online spending in 2003, 4% in 2004 and grow up to 14% by 2008.

Marketers plan to increase their usage of on-page ads, such as banners and skyscrapers using Flash, Java, Pointroll, Enliven and video, from 56% in 2003 to 67% in 2004.

Over-page advertisements, such as Eyeblaster, Shoshkeles, Ad4Ever and DHTML, are projected to reach 22% by 2004.

Marketers also said they will increase usage of Between-page advertisements such as Superstitials, Ultramercial and interstitials and Pre-roll video advertisements.

“These numbers back up what most sites are reporting – that rich media usage is on the rise,” says Nate Elliot, Jupiter research’s associate ad analyst. “But sites and rich media vendors still need to work together to make it easier to implement rich media ads, and to prove the effectiveness of those rich media campaigns.”