A recent study by Microsoft concluded that human attention has markedly decreased over the last 15 years and that it is shorter than that of Goldfish! We live in a highly distracted world with the ability to access information all the time, and that makes it difficult for advertisers to capture user attention and drive a message. Cutting through clutter to capture and hold user attention need not be challenging if the right tactics are employed. As opposed to standard display advertising, providing rich experiences to users irrespective of the device can potentially increase brand awareness, recall and traffic.
The term “Rich media” applies to any ad that uses videos, images, or calls for interaction from users and at the same time doesn’t hinder their experience when consuming content online. While static ads can deliver a single message or call to action, rich media ads are more vibrant, innovative, easy to build and track.
A study by AppNexus says Rich Media CTR is at 0.06%. Also a research by Sizmek indicates that rich media ads deliver 7.44 times lift in engagement over standard banner ads globally. It also adds that American consumers are 8 times more likely and European consumers are 10 times more likely, to click through to a company website when exposed to ads with richer experiences than when they viewed a standard banner ad.
Separating myth from facts.
Myth: Rich media ads take 1000s of precious $ to build.
Fact: Not true. Rich media ads only cost marginally more to build than static ads.
Myth: Rich media ads are very heavy
Fact: Right file size management (appropriate format, folder structuring, and compression ratios) can help a rich media ad load as fast as a regular ad.
Myth: Rich media ads are not mobile friendly
Fact: Partnering with the right creative firm with the right technology will ensure that you are able to deliver rich experiences on mobile just as easily as any other device.
Myth: Rich media needs to be served as separate, dedicated positions/ad units on an ad server
Fact: HTML5 ads can be built to serve out of existing positions/ad units that serve standard display ads
Rich media – Personalized, Sophisticated and Relevant
Publishers and agencies don’t have to worry about tech compatibility as rich media creatives can work seamlessly on all devices. Responsive rich media has become commonplace.
Advertisers can create unique communication that is variable and more interactive than the standard format to get the users attention. Adding multiple interactions, such as an expand-to-view further detail, or a call-to-action to measure how far the user went with the ad is effortless today. You can do this all efficiently and at low costs now. However, it wasn’t always summer for rich media.
A brief timeline:
2010 (Programmatic starts to discourage rich media)
Programmatic advertising platforms were built for audience-specific execution, while rich media was built for site-specific execution. Publishers who open up inventory programmatically didn’t want to run the risk of unknown advertisers taking over the site experience by expanding or slowing the site down with heavy ads. So programmatic rich media adoption couldn’t meet expectations. Anything that popped or pushed content went out of the door.
2013 (Google decides to kill Flash)
Flash was once the de facto file format for rich media advertising. Google announced penalties for mobile web pages with intrusive interstitial ads. While groups like the IAB help define standards, Google was often the first to act, and what followed dictated what the industry was going to do.
2015 (Ad-blocking rampage, and IAB’s LEAN)
Rich media units were the worst offenders when it came to poor user experience. 30% online devices had ad blocking on. While publishers were cutting out rich media ad units from their properties, IAB came up with LEAN – Ads have to be Light, Encrypted, AdChoices-supported, and Noninvasive. Over-engineered capabilities, steamrolled users and depleted data plans is what happened to rich media
2016 (The Coalition for better Ads)
The IAB, Google, GroupM, P&G, Facebook and many other influential companies formed a group to develop and enforce standards for better ads. They recommended newer formats, and ad types for better user experience.
Technology that helps deliver a richer experience
A few tech-first solutions that offer users richer experiences with ads are
- 3d animation
- Geo location display
Considering the regulations LEAN and the Coalition for better Ads have brought in for rich media ads standards, a few formats will perform exceptionally well. It is also important to note that nearly 60% of traffic to sites come from mobiles devices from an ever-connected audience. Ad units such as Anchored expandables, and Interscrollers are high impact mobile ads that can be delivered with or without video. They are known to offer viewability rates of over 90% because they are fixed to the bottom of the page and expand to a larger size on interaction. These formats along with Pushdowns don’t really hinder user experience, because they are user-initiated and seamlessly blend with content instead of hiding it. Carousel ads that allow the opportunity to showcase multiple relevant products within a single ad, also offer an average 50% completion rate and higher interactions.
With all the distractions clamoring for the attention of your target audience, a well-produced rich media ad with compelling copy, impactful visuals and relevant features such as geo-locators, social sharing options and 360-degree views can break the clutter and capture attention.
2adpro has the technology
A unified Rich media solutions platform with the right features can add immense value in building a great creative strategy, to help achieve the marketing goals and deliver the right ROI.
NEON provides custom creative solutions that are immersive, device agnostic and deliver performance.
- Absolutely flexible, scalable and reliable: The ad creation process on Neon fits neatly into your existing campaign workflow with no minimum effort so you don’t have to change the way you work
- Device agnostic: Ads built out of Neon are supported on desktop, tablets, smartphones, feature phones and different OS versions
- User-friendly, and intuitive interface: Simple, clean UI that allows you to generate ad tags, and manage creative & message for a variety of high impact rich media ads
- Simple, and efficient and cost-effective ad serving: Creatives will be hosted on publishers’ CDN with ad tags generated via 2adpro’s JDX platform. At no additional CPM charges, deliver a seamless and engaging experience with your rich media ads
- Granular performance reporting: All the right metrics to measure campaign performance, across ad servers, by advertiser, creative, channel, website and device available in a single interface. Optimize your campaign at the ad server. Schedule reports to receive periodic insights via email.