As marketing professionals, we all know that attracting your target audience is a vital element of success. However, sometimes this is easier said than done.
Today, consumers are becoming gradually more sophisticated, carrying out their own buying research and being flooded with plenty of advertising “noise” daily. In the ever-fluctuating digital advertising landscape, it’s crucial to generate more ways to attract customers to engage and interact with your content.
A potent tool in today’s advertising toolbox is the rich media ad. These ads are presently the most engaging ad type that you can use to promote a brand. The interactive rich media formats adapt to many formats and are quite flexible, allowing you to show all your creativity.
According to Statista, rich media advertising spending exceeded $12 billion in 2019 and this number is expected to grow even more in 2020 and beyond.
But what exactly are rich media ads and how can you use them to attract the right users? Read on to find out.
What Are Rich Media Ads?
Rich media ads are a combination of rich media including text, images, audio, video, animations, etc. These advertisements are dynamic in nature and can mould according to the viewers’ on-screen or on-device activities. The intent is to make ads more interactive and provide better user experience.
In simple words, rich media advertisements are like visualisations brought to life.
How Are Rich Media Ads Different From Standard Ads?
Standard ads are usually simple text or image ads. They’re static which makes them non-interactive. At most, an upgraded standard ad supports .GIF format with a file size of up to 200 KB.
These ads aren’t attuned with technologies like Java or HTML. When a consumer clicks on a standard ad, it typically takes them to the advertiser’s website. You can measure ad performance only using the click-through rate (CTR) metric.
On the other hand, rich media ads are audio- or video-driven and have a rich form. They’re flexible and perform according to user engagement, meaning they are dynamic.
Clicks on rich media ads may result in canvas size enlargement, floating, or sound – not essentially just leading to advertiser’s website. Plus, you can measure ad performance and user engagement with numerous metrics.
Most Popular Rich Media Ad Formats
Here are a few commonly used rich media ad formats that not only look beautiful but can also help you make money:
1. Rich Media Banner Ads
Banner ads occupy the topmost part of a page and are most extensively used. These ads are most likely to grab maximum eyeballs owing to their above-the-fold factor. You can transform a static image banner into an attractive motion poster with a rich media banner ad.
This is perhaps the most preferred format of advertisers and publishers because banner ads are expansive, have higher viewability, less loading time, higher engagement, and higher CTR.
2. Rich Media Interstitial Ads
Interstitial ads have a full-screen ad format that’s highly fascinating. Due to their screen-wide characteristic, these ads are impossible to ignore. This quality can help you fight banner blindness. These ads support video and HTML5 based units.
Full-screen view ensures you have enough room to convey your message. Plus, these ads show good performance for mobile, have high viewability and yield, and better recall. However, they often have a high loading time.
3. Rich Media Expandable Ads
Expandable ads are the multi-directional advertisements that expand spontaneously as and when user-based triggers occur. These triggers could be hover, click, or tap. These ads have the most exciting format that users tend to watch till the end. As a result, these ads have high cost per impressions (CPM) and better viewability.
You can place them on the left (expanding to the right side of the screen) or right (expanding to the left side of the screen) on web and mobile. These ads are highly compelling but low on demand due to novelty.
Plus, they have a high loading time as they are filled with media elements. On the flip side, you can yield a high CTR, high engagement, and better recall.
4. Rich Media Pushdown Ads
These advertisements aren’t really expandable but slightly similar. They are in preview by default and push the content down to enlarge themselves when user-based triggers occur.
The best part about these advertisements is that they don’t actually conceal the content like other overlay advertising elements.
They’re placed on the top front on website and mobile and can yield a higher CPM, higher engagement, and better recall. These ads have average demand because of novelty, high loading time because of media-packed elements, and resemble leaderboard (728×90) units.
5. Rich Media Slider Ads
Slider ads transition as and when a viewer engages with the screen. The slider feature transitions along as the user scrolls the page and settles when they stop scrolling. These advertisements are typically hosted on .SWF, IMG, or third-party codes.
Rich media slider ads are normally placed at the bottom right corner of website and mobile. You can expect a high CTR, high engagement, less disruption, and more inventory saving.
Best Practices For Implementing Rich Media Ads
Here are a few tips to help you create rich media ads that perform well:
- Keep the messaging simple. Avoid technical jargon or too much text.
- If you’re scaling from standard advertisements to rich media advertisements, keep your presentation in line with your brand.
- Refer a designer or professional to keep the ads visually striking and alluring enough to entice clicks.
- Keep tabs on file size as a huge file will slow down your page loading speed.
- Do not use movie clips on the first frame of the ad’s timeline to improve performance when loading on the page.
- Make different varieties of ads if demographics such as area, season, language etc. are important. For instance, Nuovo Suv Peugeot 2008 campaign designed different rich media ad versions for different demographics.
- Ensure that there is a click-through in your ad and that all buttons are fully functional. Plus, set your click-through to be triggered upon mouse-release (and not mouse-press) so as to dodge pop-up blockers.
- When using a banner ad, add a border around it. This will ensure that the background colour of your ad doesn’t conflict with the publisher’s website.
Rich Media Ad Performance Measurement Metrics
Due to their interactivity, rich media advertisements come with particular metrics that can be used to measure their performance. Some of these metrics include:
– Interaction rate: It’s the percentage of consumers interacting with the advertisement.
– Interaction time: It’s the average amount of time consumers spend interacting with the advertisement.
– Display time: It’s the average time for which the ad is shown on the website.
– Dwell rate: It’s the percentage of consumers interacting with specific ads via movements such as hover, but not clicks.
– Expansion rate: It’s the ratio of ad expansions to the total number of ad impressions (valid for expandable ads).
– Views and completions: These show the start and finish rate for video advertisements.
– Custom events: These track events such as mouse hover, downloads, etc.
Embrace Rich Media Ads With Eskimi
Fantasizing about running an ad campaign that not only brings traffic but also converts well? There’s no better selection than rich media advertisements!
No matter what you do, sharing your brand’s story or selling your new product via a rich media ad using Eskimi platform will make it memorable. By implementing rich media ads on our DSP platform, you can target your own customer segments, receive impressions spontaneously, keep an eye on your CTR, views, completions, and track other metrics. Get in touch now to learn more about our services.