In today’s advertising landscape, it’s now rarely enough for a brand to simply get in front of potential customers. As every day we are bombarded with countless images and multimedia, it has become far easier to switch off from commonplace advertisements, and as such, it is critical to consider how to maximise customer engagement with your promotional content.
Growing audiences and brand value requires campaigns to be memorable, engaging, and elicit an intrigue that draws in users. The most effective way to achieve this for your brand is by implementing rich media in your next advertisement.
Rich media, in its essence, is a multimedia format that makes use of audio and video. This can be bolstered further by introducing interactivity to the ad; required participation of the audience guarantees a higher paid level of attention, and a more enjoyable experience for the potential customer.
You can read about why we think rich media is the best choice for your advertising endeavours here, but read on to get an idea of the 12 creative rich media formats most often used by Eskimi to bolster your user engagement.
We mentioned interactivity. Ads that make the user feel engaged are invariably more successful; when we invest energy into an advertisement, we are more likely to pay attention to it. The following three advertising formats compel the most innovative participation from users:
Deck of Cards
In this format, images are stacked on top of the other, resembling a card deck. With further windows sticking out from underneath the top card, the viewer is compelled to swipe and discover what else is hiding below. This is a particularly effective way of presenting multiple pieces of information from a single ad position, with up to six possible layered images.
A brand may choose this template to promote such as an upcoming discount or contest, an awareness campaign, or a story related to their product that piques a user’s interest.
The concept of this format is simple, but it uses a motion associated with a real-life experience that compels excitement and engagement in the viewer. It is similar to the Deck of Cards in the stacking of different media layers, but it sets itself apart from other ads as it requires swiping diagonally from the bottom-right corner to reveal the one below, like turning the pages in a book. A page-turning animation appears next to the fold, enticing the user to discover more.
This creative format would also be beneficial for presenting multiple notions in the same place, or to tell a story over simple information, with up to five possible layers of media.
This next format also invokes a real-life experience within the virtual realm. It gives the user a unique, lotto-esque encounter. Just like on a lottery ticket, where you scratch off a layer to reveal your prize, this rich media banner can be erased by the customer rubbing their finger or mouse along the image.
Using this method, the user is primed to expect an exciting reveal beneath the top piece of media, and improves the likelihood a now more-engaged user will view the media underneath or click on your advertisement. This creative is built from two images, the frame to be scratched, and the reveal beneath. We advise including a compelling CTA (Call to Action) on the first image to promote the user’s engagement in the ad.
Scroll to Show
These formats utilise the diverse potential of the scrolling motion in their primary structure, in hiding parts of the ad to add intrigue, or presenting a range of images to the user.
Slide to the Left
The slide format allows the user to scroll through a collection of images, akin to presentation slides or a photo gallery. They could advance different sentiments, have a running theme, or be more abstract in their meaning, but they give the audience the freedom to view the photos as they please.
The Train Carriage
Not unlike slide, this format facilitates conveying a range of brand messages and essential information to the user. This transition resembles a moving train, as alternating media closely follows each other with every small movement of the finger or mouse, and within each carriage is an essential message that builds from the last. This is an effective creative for the audience familiarising themselves with your brand within just a few images.
Scroll to Behold
This creative succeeds in piquing the curiosity of the user by concealing part of the full advertisement in the original pane. If the partially visible section is compelling enough, they will scroll further to reveal the entire piece of media, already intent on watching it.
Drag to Reveal
The user is intrigued by a broken-up image across the screen. This striking creative format engages the audience by invoking a desire to discover the whole from individual parts, they drag the pieces together to reveal your picture or message.
Ever-improving advertising techniques create exciting advancements, like 3D ads! Like the previous formats, these next two are also interactive and involve scrolling, but they are made more dramatic and enticing by their three-dimensional structure.
The 3D cube is currently one of the most common and popular advertising formats. It facilitates displaying four banners, rotating horizontally like a rolled dice on its four different sides. This combats the passivity of banner display ads on both mobile and desktop, rotating to reveal alternating media with a swipe or automatically. This is another beneficial way to demonstrate a range of advertisements within one segment.
Closely resembling the cube, the prism demonstrates three pieces of media in a volumetric triangle rotation. The prism can be turned in different directions by the user, and like the cube, it extends the user's exposure to the ad, strengthening their awareness and impressions in the brand.
All these formats have demonstrated rich media’s ability to be dynamic on a webpage, either physically moving on the screen or rotating in place, but the following three are primarily characterised by their eye-catching movement patterns in enticing user engagement.
The billboard creative splits up an image used into vertical banners that individually rotate until a new image is revealed from under the original. This particularly striking creative exploits the appeal of surprise for the customer, enthralling them with an image that changes in sections; the user can also get involved by dragging it apart until it unveils the new image hidden behind.
The Movie Frame
The film-like experience of this format is pleasing to the user’s eye. The advertising media replaces one another in a collage-like manner, as an image disappears, another piece of media appears. This is a common technique within films, and is very beneficial to carrying the user’s attention through each image.
The carousel unit exhibits up to five pieces of media with their own ad module, in that each image takes the user to a relevant landing page. It can be auto-scrolled or the audience can move it themselves; this format is particularly useful for e-commerce brands, as it is perfectly tailored to presenting a range of information, a how-to for a specific product, or a virtual tour of a space, for example.
Upgrade Your Campaigns with Eskimi’s Rich Media
There are unending possibilities in the creative development of rich media advertisements. Watch our Eskimi Rich Media showreel to get a visual understanding of all the above described advertising options, and to imagine which one of these formats would best suit your own ad.
These creatives reach new heights for your product as rich media ads promise 100% visibility for your advertisement and over 15 times more engagement than standard static advertising.
Not only that, but rich media ads facilitate more complex data for their marketers and publishers. This will let them better get to know their audience, which in turn improves their branding strategies through more effectively instilling their consumers with particular associations. There are a range of tracking metrics available with rich media for your campaigns, particularly including our engagement rate indicator. ER allows you to see the level of interaction in the advertisements reached audience, ie. the percentage of active engagements.
For more general information on rich media, this guide takes a comprehensive look at the different structures, benefits of, and useful tips for implementing rich media in your next campaign. We have a range of rich media templates for you to choose from, but if you have a brand-new concept, our passionate team here at Eskimi are prepped to go to the drawing board with you. Your unique creative will be ready in only one to three working days to dazzle your users, help your brand recall, and get ahead in market competition.
Have a look at the variety of our work in our Creatives Gallery, or get inspired from global rich media examples that did wonders for their brand.
While we hope we’ve convinced you, nothing replaces the value of a real conversation. Get in contact with us at firstname.lastname@example.org to discuss your creative advertising ideas, and we’ll excite you with what rich media can do for your brand’s potential.