Let me ask the question, “How rich media ads are different from other ad formats?” and the choices are: 1. they are a type of text ad, 2. They are ads with animation and other types of motion, 3. Static image ad, 4. Displayed on the search network. Now, choose the best answer from the above-given choices. Can you? Yes, you’re right! The answer is: They are ads with animation or other types of motion.
What is Rich Media?
Rich media ads have videos or images and call for interaction from users. They may also have a live stream or audio components. They’re responsive and will adapt to any size screen, which means that mobile users can also engage with these high impact ads. Ultimately, rich media advertisements are intricate, allowing brands to present any product or service in any way they want.
3 Main Types of Rich Media Banners
There are a variety of types of rich media advertisements, but the three main types are as follows:
In Page Ad: The in-page ad is a rectangular ad on a webpage.
Out of Page Ad: The out of page ad is a pop-up or floating ad that will show up in front of the web page. Sometimes these ads will expand to really catch the user’s eye.
In-Stream Ad: The in-stream ad is used on videos, either right before or right after the videos.
Explanation: How Rich Media Ads Are Different?
Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, etc.
You can access aggregated metrics on your audience’s behavior, including the number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.
Rich media lets agencies create complex ads that can elicit strong user response. Using HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.
Standard Display Creative vs. Rich Media Creative
The key advantages of rich media creative include:
- An engaging user experience leading to higher interaction rate
- Increased conversions, click-throughs, and view rates
- Better metrics than traditional ads
Differences between Standard and Rich Media Creative
Rich media creative
Rich Media Creative Types
DoubleClick Studio supports different creative types to display rich media ads in different ways on a target website. Creative types—or formats—include both single asset types (like expanding) and dual asset types (like a banner floating). The creative type is assigned when a designer creates a creative in DoubleClick Studio.
It’s creative with a fixed size and position on a web page or in a mobile app. A banner is the most basic rich media ad format. Rich media banner creative can include videos and polite download technology, which waits for the web page to completely load before loading the creative.
Banner with Floating
A banner creative and an interstitial creative displayed at the same time.
Banner, expanding, interstitial, or VPAID creative types can also be dynamic. Dynamic creatives use a linked management profile that can change creative content on the fly, either manually or based on content rules.
Expanding creatives expand over the page or in-app content by default, but you can also enable them to push content down on a page (see push-down, below).
A creative that either floats on top of a page’s content or appears as a full-screen ad during natural transition points in mobile apps, such as during launch, loading, and video pre-roll. Interstitial creatives served on web pages can move with content or maintain a locked position as a user scrolls. The “Locked” option is enabled at the trafficking stage.
Lightbox is a premium brand format for the Google Display Network. This is an expanding creative that works on both desktop and mobile. On desktop computers, a two-second mouse over expands the Lightbox. On mobile devices, you tap to expand. When expanded, the Lightbox takes over most of the available screen space to feature brand content, including videos, maps, games, and more.
Multi-Directional Expanding (MDE)
This creative expands in multiple directions, depending on where the ad appears in the page. For example, when the ad is on the left side of the page, it will automatically detect its location and expand to the right. If the same ad is served on the right side of the page, it will expand to the left.
Multiple interstitial creatives (a maximum of four) that work as a single creative delivery, commonly to border or surround a page’s content. Like an ordinary interstitial creative, this creative can move with content or maintain a locked position on a page as a user scrolls.
An expanding creative that pushes down the content of a webpage when the creative expands, moving the web page out of the way to display the ad. If the push-down is frequency capped (a user can only see it auto-expand a certain number of times during a given period), then you must build both a user-initiated expanding version and an auto-expanding version. You must also select a setting for this option in the trafficking stage.
Video(s) can be included in all other formats. See VPAID below to learn about ads that are displayed within or alongside publisher video content instead.
VPAID stands for Video Player-Ad Interface Definition. A VPAID creative is displayed in a publisher’s in-stream video player (like the YouTube player), and typically includes video content. Studio supports VPAID linear creatives, which appear before, between or after the publisher’s video, and fill the entire video player.
Benefits of Rich Media Ads
Increased Customer Engagement
Rich media is fantastic for engaging customers. When a customer interacts with a banner ad, for example, they’re more likely to remember the brand. In a world where customers are inundated with all types of advertising, rich media can really stand out from the rest and capture a customer’s attention.
Opportunity for Creativity
The digital creative agency said that there are seemingly endless types of rich media that brands can use. Thanks to a host of display ad options, marketers can really tap into their creativity. Plus, with new formats regularly being introduced, brands can keep their ads fresh and modern.
Rich media allows brands and marketers to use up more space for their advertisements. In the past, there was only limited space to display ads. Static ads allowed for just one frame of information and that ad might be made even smaller to fit a smaller screen. Rich media, however, lets brands advertise on a larger scale no matter what device is being used. Scrolling content, embedded audio and expanding ads are much more effective than static ads. Marketers can also opt to combine two or more types of media and functions to create a more complex experience.
Higher Click-Through Rates: High impact creative
Rich media banner ads have higher click-through rates than other types of ads, particularly static ads and banners. The more click-through rates you see, the more conversions you’re likely to see, too.
Cater to Different Audiences
The various types of rich media out there mean that you can pick the types of ads that are best for your different audiences. When you can create one type of rich media advertisement for a certain audience segment and another type of ad for a different segment, you’re merely likely to engage each distinct audience. For example, if you target consumers of different ages, some may respond better to video while others respond better to text. Rich media lets you communicate with your audiences in the ways they prefer.
Raise Brand Awareness
There’s such a thing as “banner blindness,” which means that customers don’t even notice traditional modes of advertising anymore. Brands and marketers are constantly trying to overcome banner blindness. Rich media combats this by being so fun, engaging and memorable. Since rich media is fairly new – and since it’s constantly revamped and upgraded – customers really take notice when a rich media banner appears on their screen. Since customers are paying such close attention to rich media advertisements, they’re better able to remember the brand. This can play a major role in their buying decision when they’re ready to make a purchase.
Maximize Short Attention Spans
Even people who love reading online content can have short attention spans. There’s just so much to look at and do online every single day! Short attention spans mean that brands have to work extra hard to be eye-catching. Interactive elements are not only eye-catching, but they’ll hold a visitor’s attention because they’re fast-paced and changing.
With static ads, very little insight could be gleaned – click-through rate was really the only thing that you could track, aside from impressions. Rich media, though, offers a host of new analytics to track, all of which give more insight into what consumers want. Things like video and audio plays, plus various types of interaction, can all be tracked and analyzed.
How to Choose a Mobile Ad Format
There’s no rule of thumb when it comes to choosing the right ad format for your mobile campaign. To find the ad format that works best for you, you’ll have to experiment. With the myriad of ad formats and rich media components, there is room for loads of creativity.
However, you’ve got to start somewhere. So perhaps the following few questions will help you in identifying a proper ad format for your mobile marketing campaign.
- What are your campaign goal and monetization objectives?
- Who is your target audience?
- Are you looking for pure user experience (UX)? Or to balance UX with revenue?
- Do you want less invasive ads?
- Are you looking to run performance or branding campaign?
- What inventory and platform are you targeting?
Rich Media Ads To Inspire Your Next Campaign
Innovation in rich media ads means more than just using homepage takeovers or heavy formats such as multi-panel expandable banners, VPAID units or HTML5 mobile units. Innovation in your Rich Media ads means new, fresh, and smart and eye-catching concepts that are integrated in with the ad unit in a way that will get the users attention, and even better- make him remember your brand thus sharing it on a social network or by mouth to ear.
Rich media banners can come in many different ways, and its goal, it always similar- to get the users attention between the rest of the ads that he/she are being exposed to, and to encourage the user to engage, interact and have an overall positive experience.
Innovation in Rich media banners should be a major part of your campaign strategy and the more innovative, new, clever and on point the execution will be, the more ROI the brand and your agency will receive.
Stay tuned with Kranthi for more details!