GIFs trump Flash

Working with Dynamic Logic, Doubleclick finds:

When you add up performance across all the brand metrics studied, simple Flash ads provide less brand impact than any other format – even GIFs and JPEGs. It turns out all those advertisers who served simple Flash ads through DoubleClick last year could’ve saved themselves some time and hassle by simply producing animated GIFs. 

Taking this a step further, don’t forget, we’ve found animation usually reduces clicks.