The Secret Behind the Success of Rich Media Ads

The Secret Behind the Success of Rich Media Ads

Ashwin Krishnakumar
Ashwin Krishnakumar

Chief Technology Officer, Airtory

Published on: 12 Aug 2021

Reading time: 4 minutes

Attracting the target audience is the primary focus of marketing, which is why strategies for the same need to keep evolving with time. According to recent trends in marketing, more and more brands are now shifting their attention to the many accolades of rich media, which by definition, involves several interactive elements. Offering benefits like enhanced interaction rates and improved user rates, which lead to more brand awareness and higher CTR’s, rich media display ads have become a preferred medium for marketers. But what is it that rich media has to offer that makes them so successful in marketing?

What is Rich Media Advertising?

Rich media offers an enhanced and engaging experience and refers to any content used in an ad apart from static text and images. All ads involving video, audio, and/or interactive elements are referred to as rich media ads, an example of which can be playable ads. Here’s more on what makes them tick:

A Treat for All the Senses

There is no doubt that it is easier to create a static ad. However, over time, users have learned how to ignore content that is an ad, looks like one, or is in a location that is generally dedicated to advertising. This is called banner blindness, a concept that can be overcome using rich media. After all, what is rich media content, if not engaging? The more personalised and flashier ads can include several dynamic visual and auditory elements, designed to engage the consumer more. These types of rich media ads make for a richer experience and more recall value.

No More a Passive Observer

The interactive element of what is basically rich media was first employed by gaming companies. Today, several non-gaming brands are also waking up to the benefits of different types of rich media ads. Instead of having to watch an ad, the audience can actively participate in the experience, which also helps eradicate the feeling that marketing campaigns are being shoved at them. AR/VR technologies, offering an even more interactive experience, have gone a long way in helping make rich media ads what they are today. Becoming a participant rather than the audience ensures that the ad holds the users’ attention for longer as well.

They are Not a Distraction

Normally, a simple click (even accidental) on any ad redirects the user to a landing page, which disrupts their browsing experience, leading to more drop rates. On the other hand, what rich media advertising is offering to users is the chance to engage with the dynamic elements of the ad, while ensuring their original intent is not interrupted forcibly. The user makes a conscious decision to engage with the ad and spends a few seconds with it because they are curious about what you have to say. So, when they are finally redirected to your landing page, it is after a wholesome and interactive experience, which helps ensure that each click is more meaningful and more likely to convert into a lead.

More Metrics to Measure

As compared to static ads, rich media display ads involve more elements and aspects to engage a user, which means that there are many more metrics to measure. With impressions, pre-interaction enticements, display time, views, full-screen video completions, etc., analysing data may require more effort but it can also help marketers get a deeper insight into the psyche of their target audience. This way, brands can develop even better ads, and even adjust their strategy mid-campaign, if required.

Give Form to Your Imagination

Whether you already have the perfect idea for your rich media ads or if you are looking for ideas or templates for some inspiration, what rich media ads offer is not hard to avail. You don’t need any technical expertise or special servers and software to begin your foray into the dynamic field of rich media. You can partner with an ad serving platform that offers the functionalities of a rich media display ad builder with advanced features and tools. With rich media display ads, you can create more than an ad; you can create an experience.

With the right ad serving platform, you can explore various types of rich media advertising strategies, that include ads like:

  • Interstitial Ads: With a widescreen presence, this is a full-screen master ad that can easily combat banner blindness.
  • Responsive Ads: This involves a highly responsive advertising technique that adjusts its size to automatically fit different screens, offering an enhanced viewing experience.
  • Video Ads: With high engagement and effectiveness, video ads form an integral part of ad campaigns.
  • Expandable Ads: Helping overcome banner blindness and maximising ad reach, these ads, when interacted with, expand from their original size, to offer better visibility.

Rich media is still a relatively new concept but has already helped transform the marketing landscape. In fast-paced modern times, consumers are accustomed to getting everything quicker, which is where the dynamic elements of rich media display ads come into play. Meeting consumer demands and offering various benefits to brands, rich media advertising is well-placed for significant growth in coming times.

Share on:

Schedule a demo