Better Returns on Rich Media Ads

Want Better Returns on Rich Media Ads? Use Airtory for Targeting

Julian Frachtman
Julian Frachtman

Chief Executive Officer, Airtory

Published on: 06 Dec 2020

Reading time: 9 minutes

Why Should Agencies and Brands Care About Personalized Rich Media Ads?

Rich media ads have the capability of delivering strong engagement for both lead generation and brand awareness campaigns. With better utilization of inventory on websites and apps and attention span, these ads help you tell a cohesive story. Rich media ads tend to have a more significant set of measurable KPIs. They help you understand both your audiences' behavior and your ad's performance. Personalization takes these efficiencies to a whole other level.

Generic ads may deliver returns when you do not have enough data on your audiences. Once you have been in the marketplace for a considerable time, you have to start personalizing your ads. The market data points to the need for personalized rich media ads:

1. Audiences' Response to Personalization

Martech Series published a comprehensive research report. It showed 43% of consumers wanted the personalized ads in the context of their geography, interests, and behaviors. It also stated that 30% of the respondents were more likely to buy something if they saw personalized ads for it. And 31% of respondents indicated that they were loyal to brands that focused on personalized advertising. Cumulatively, this data validates the thought that personalized is both expected and needed by consumers.

The report also stated that 41% of respondents wanted the ad to focus on an event that interested them. This increased the probability of clicks. 38% of respondents indicated that they were more likely to click on an ad that focused on products they were already interested in. And 34% of respondents stated they were more likely to click on an ad, if it showed them the products & services they might like.

Considering the 5% of average CTRs for most formats, an increase of 33% in this rate can bring considerable profitability.

2. The State of Personalization in Marketing

The other side of the equation shows how the marketers are responding to the growing need for consumers. As per data published by eMarketer, only 3% of companies in the USA focused on omnichannel personalization. And, close to 45% of all personalized ads were on social media platforms like Facebook and Twitter.

That concentration shows that brands primarily prefer personal and interest-based targeting on social media platforms. It is also worth noting that Facebook and Twitter make it easy to run personalized ads. The tools and analytics in place will help you run rich media ads outside the social media ecosystem as well. 

How Can Brands and Agencies Leverage Airtory to Create Audience-Tailored Rich Media Ads?

Airtory is a unified platform to help publishers, agencies, and brands launch personalized rich media campaigns. Airtory deploys a sophisticated set of tools and mechanisms to help you get better performance with your rich media ads:

1. Understanding Audience Response to Existing Campaigns with Premium Trackers, Real-Time Analytics, and Conversion Trackers.

You should start with a rigorous exercise of understanding how your audience behaves and interacts with your ads. That starts with comprehensive tracking of all your rich media ads.

Tracking has two key benefits.
One - it helps you understand the campaign's performance. This works as an input for optimizing.
Two - it gives you more information about your audiences, which is otherwise inaccessible with other forms of measurements.

Airtory provides a sophisticated set of trackers that determine how your audience is engaging with your ads. The premium trackers help you understand the impression analytics, engagement rates, and clicks on each of your ads. Moreover, they help you in deep-diving into the key performance metrics like viewability and the time spent on ads. Rich Media ads already have a wide set of KPIs that help you benchmark performance at a granular scale. With the Airtory trackers, you can further sharpen the extent to which real performance metrics are captured. 

You also get access to real-time smart analytics systems that help you get stronger signals about which ads are working well. You can focus on the timeline of your ad's performance to understand your audience's choices.

You can optimize your campaign even in the early stages, saving more ad dollars and driving more conversions at the same time.

2. Eliminating Noisy Data by Filtering Fraudulent Traffic.

Ad frauds constitute a significant issue, vastly undervalued by most small to medium-scale brands and agencies. In 2019, the global digital advertising market lost over $42 billion to ad frauds. The total digital marketing spends for the same year globally were a little over $330 billion. It means over 10% of global ad spends was going to fraudulent sources.

Imagine losing 10% of your ad budget for no reason. Or imagine being one of the 10% of advertisers who lose a significant amount of their advertising budget to ad frauds. The major problem with ad frauds is that they are difficult to track unless you have a robust analytics system backing you.

While personalizing your ads, you may find niche but highly relevant websites. You may post your personalized ads here and suddenly see a surge in the impressions as well as your ad spends. Your conversions and engagement numbers, on the other hand, refuse to move in the same direction. Can this be an ad fraud? The fact is – it would be difficult to assess if you do not have appropriate analytics tools.

Airtory's platform has been engineered with an embedded tool for detecting fraudulent traffic. Such traffic will show you deep impressions, but your engagement and conversions will not grow. This is because this traffic might come from irrelevant audiences or bots, or other forms of deceptive traffic sources. If you keep this data in your analytics dashboards, you will keep relying on noisy data and miss out on key trends. Hence, fraud detection not only helps you save more ad dollars but also brings you a step closer to clearly understanding your audience.

3. Using Airtory Experiments to Conduct A/B Tests on Rich Media for Understanding Audience Preferences.

As a brand or an agency, a large portion of your creative energies would go into planning for the campaign and producing the creatives. With Airtory Creative Studio, you can reduce the lead times for both. You will notice that you are often producing a lot of creatives and have to use ad hoc rules for selecting the final one.

A/B Testing helps you formulate a rigorous set of tests and experiments. They help you determine which of the two or more alternatives is providing better performance. It can also help in evaluating whether an old format/layout should now be changed. If you have never run an A/B Test, going through the statistical processes can be intimidating. But, A/B Testing is a critical step in personalizing your rich media ads using data and analysis, instead of ad hoc preferences. Each engagement and action taken by your audience is its feedback for your ad. A/B Testing helps you use this feedback in making better decisions. 

Airtory simplifies the creative production and A/B Testing experiences by bringing them on one unified platform. You can now evaluate the performance of alternative formats, layouts, creatives, headlines, or even ideas. You can use measures like how they are performing in the context of the time, location, and ratios. Airtory gives you the ease of using just one ad tag to simplify the operations of your A/B Test.

4. Deploying Sequence Ads that Use Ads to Tell a Cohesive Brand Narrative to Visitors Across Platforms and Formats.

Some campaigns are designed to tell a story about the brand, the product, the founder, or an offer. So, what is the most optimal way to tell a cohesive story?

Believing that YouTube ads can help you put out a cohesive brand narrative is not factually incorrect. Many leading brands and agencies use YouTube ads for telling long-form stories. However, the problem with these ads is that they tend to be expensive. Depending on your market size and audience, your average CPM on YouTube can be as large as $18-$24

While the platform is great, the pricing and competition, along with 'skippable' ads, make it a sub-optimal avenue for telling a story. If you are a smaller brand, it becomes even more difficult to get profitable results here.

Airtory solves that problem by letting you put out the same brand narratives using sequence ads in rich media formats. The idea is simple – why should you put more capital backing a video ad shown to everyone? You can create a personalized campaign with a series of ads with rich media. 

The sequential ad is shown only to the target audience of people who follow a certain browsing path or engage with the ad. A tracking pixel helps you ensure that the sequence ads are shown only to audiences with a higher probability of conversion or engagement.

5. Deliver a Unified and Personalized User-Experience from Targeted Ads to Campaign-Specific and Easily Customizable Landing Pages.

Your landing pages are an important part of providing personalized experiences to your target audience. A well-designed landing page can generate 9.7% conversions. In comparison, search ads generate a conversion of 4.4%, and display ads generate a little less than 0.6%.

A personalized rich media ad is the beginning of your funnel. If your landing page has not been customized and optimized for audience preferences, you are losing on valuable conversions. This is quite damaging as the user has already shown intent by engaging with a micro-conversion. 

Some brands and agencies use one landing page to provide multiple offers. The rationalization given to this is the fact that making, optimizing, and personalizing landing pages is an expensive exercise. The reality is – putting more offers on one landing page puts your audience into a state of confusion. A landing page should provide a very simple experience taking your audience from the most important information to the CTA. Any distractions can cost you a conversion.

This also points to the fact that for each campaign, you should operate a separate and standalone landing page or microsite. HubSpot data suggests that companies with 31-40 landing pages tend to generate 7x more leads than companies with five landing pages.

Airtory augments your capability to create landing pages with the Airtory LP Builder. The LP Builder helps you configure your landing pages by using unique layouts of 30 distinct components.

They can be optimized for location discovery, lead-generation, product-focus, or other campaign goals. The landing pages use HTML5 and AMP, making them fully responsive and customizable for each campaign and audience profile.

In Conclusion

Personalization can be used as a catalyst to augment the conversion and engagement capabilities of your ads in rich media formats. Airtory is created as the central platform serving the systemic rich media needs of the entire ecosystem. Hence, all the features have been engineered to solve the biggest challenges faced by the brands, agencies, and publishers. With Airtory, personalization becomes a matter of just a few extra clicks that can yield potentially exponential returns on your ads. Click here to know how Airtory can help your campaign and rich media personalization needs!

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