PointRoll Inc. announced their survey of creative online advertising professionals found that branding is the most important consideration for online ads.

The survey also found that interaction rate is the most important measurement of rich media performance. Fifty-three percent of participants say that the best way to judge an ad is to measure the percent of users that interact with the unit.

"Online ads increasingly function as a destination for online users, instead of as a doorway to a website. We've helped our creative partners build ads that let consumers create and download music, design desktop wallpaper and email photos to their friends. When you start to tap into those possibilities, it's easy to see why the creative vision increasingly determines the media buy, and not the other way around," says Martin Betoni, art director, PointRoll.

The survey also found that 79 percent surveyed have included video when creating rich media ads.