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In my next media life, I want to be a Flash designer. Marketing may be a science to some, but graphic designers are turning out real innovation these days in the form of rich media ads. Although there’s still a place and need for standard banner ads, it’s the hipper cousin, rich media, who rules in terms of engagement. Whether you are already running rich media ads or are planning to, here are five reasons you may never go back to standard or animated banner ads:
1. Rich Media Ads require more time and expense, but are well worth it.
When was the last time you clicked on a display ad? And the last time you played with a roll-over, mouse-over, or watched a video banner ad? (I bet it was pretty recent.) Interactive ads attract our attention like magnets, so spending the time and money to build them is worth the effort. I still recall the first time I saw this Ford ad inviting me to customize my own Mustang:
It may require additional development costs and two or more months to develop an entire rich media campaign, but the payoff is having truly memorable creatives. Rich media ads can engage, entertain, and inspire us—and there is quantifiable proof that higher ROIs will follow.
2. Rich Media Ads outperform Standard Ads.
Rich media ads can outperform standard and animated counterparts by 300 – 3000%. The industry average click-through rates (CTRs) for standard banners are in a sad state (.025%). With rich media ads, clients, agencies and creative teams are looking beyond the CTRs at engagement and interaction rates (IRs), which offer a truer picture of an ad’s success.
In 2009, one of our client’s campaigns was optimized for CTR, the only metric available at the time, resulting in a .04% increase. When rich media ads were introduced to the campaign in 2010, .4-1% of people tracked as engaging with the same client’s ads. Here’s a look at a costing scenario that justifies rich media ad results in terms of cost-per-actions when comparing standard ad CTR (o.40%), rich media ad CTR (39%), and 1% ad interactions:
3. Rich Media Ads are measurable and scalable.
Rich media ads have over 150 measurable elements and yield a 300-1000% increase in ad interactions—this alone supports the added development costs. Measurable elements, targeting possibilities, and interactions have a lasting impact. Here are some other compelling ways you can track, measure, and evaluate rich media ads:
Track any ad interaction, including expandable ads, user-generated clicks, mouse-overs, auto-expand, and auto-collapse.Track total ad interaction time in seconds.Evaluate CTR after interaction or before.Optimize creative on metrics other than CTR.Dynamically deliver creative and messaging.Track video initiation, video view completions, performance, and view time.Data collection within the rich media ad.Track in-banner interactivity, re-target and dynamically change messaging.4. Rich Media Ads have higher recall rates and favorability.
Most studies offer overwhelming support of the success of rich media ads over standard or in-page flash ads. A recent Unicast by Viewpoint study revealed a much-increased purchase intent, brand awareness, and ad favorability. Unicast Video and Unicast HD3D ad formats outperformed the GIF and simple rich media examples, leading to a 229% increase in unaided brand awareness, 108% ad favorability, 79% purchase intent, and 77% brand favorability.
According to Nielsen Netratings, online videos have 65% recall rate when comparing to TV ads. Message recall is 39% from online video ads versus only 21% from TV ads.
5. Rich Media ads are winning audiences and awards.
Have you noticed standard banner ads don’t seem to be winning any prestigious awards or gaining favor these days? On the other hand, innovative, attention-grabbing rich media ads seem to be racking up awards and wining over audiences. They’re also constantly being showcased and given new life and visibility, adding another valuable benefit to investing in rich media. Here are some examples of rich media ad showcases:
Are you considering rich media for your next ad campaign? Talk to us today to learn how our Online Media Buying and Planning services will maximize your ROI.
Today’s blog post was contributed by Shea Park, online media planning expert at Web Ad.vantage. Shea is a 12-year internet marketing veteran and founder of Ad-Spark.com.
-Mark Brownlow
Pragmatic, professional advice with no hidden agenda.
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