Rich media has also been predicted over the years on its emergence under the marketing trends. Here is an interesting fact – more customers are likely to click on a rich media ad than on a regular banner advertisement. There are varying voices among experts regarding the effectiveness of online marketing like advertising. But one thing is certain, rich media will definitely capture an audience’s attention with its interactivity. There is no doubt that rich media has a myriad of advantages over regular online ads.
First off, we need to understand what rich media is. Rich media, also a part of pay per click, is a term used to describe an online ad that utilizes advanced technology such as interactivity, downloaded applets, ads that react to hovering of a mouse or streaming videos. Have you ever come across an online advert that creates a 3D impression when you hover a mouse over it? That’s a good example of a rich media ad. Another great example of rich media is a movie trailer advert.
Marketers have a wealth of interactive formats to experiment with in passing their message across.
What are the benefits of rich media ads?
Apart from the fact that rich media is costlier than conventional ad formats; it almost has a nonexistent downside to it. Rich media is presented in various formats such as:
- In stream ads –this rich media ad takes the form of a video to pass the message across effectively.
- In page ads –this ad take the form of a preset banner or rectangle that pops up in various sections of the web page.
- Out of page ads –these rich media ads are the types that indicate so much interactivity when a mouse is hovered over them. They include expandable banners, pop ups or floating ads.
Rich media captures more attention
Statistics shows that rich media has a relatively higher chance of interaction with customers than normal online ads. In fact, customers are three times likely to interact with rich media than they would with a regular banner advertisement. It’s their engaging posture that customers can’t resist.
Better performance
With the rich media ads there are higher click-through rates and conversions meaning that an ad in this format will get more people interested with your business. Or if the ad is creative enough, it will convince them to buy from your business. In essence, they get the message to the desired people.
Brand awareness
There is tendency for powerful ads to create huge brand awareness for a business regardless of platform used to showcase them. The essence of rich media gives this ad an edge in this regard which in turn translates to greater brand awareness.
More value to customers
The engaging rich media has a way of reminding the customers about the benefits of buying from a specific brand. In reality, the expression in rich media ad format ads value to the customer. When the customer is happy it means they will buy more from the business.
The user experience
Unlike banner ads rich media ads do not forcibly take user from an interesting site they were exploring. The interruptions and being taken to a site they were not focused on in the first place creates an unpleasant experience.
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