If you want to get started with digital advertising, you should know the benefits of Rich Media display ads. That way you will know what you can achieve if you have a good strategy. But it is also important that you know the not so positive aspects that can hurt you.
Currently, companies and brands are taking advantage of digital campaigns because they have realized the potential they have. They achieve greater reach because they cover multiple online channels and are usually cheaper than traditional media advertising.
You’ve already learned about two benefits of Rich Media display ads, but the truth is there are many more that will encourage you to incorporate them into your strategy. Not to mention those negative aspects that can affect you if you avoid them out of simple ignorance or inattention.
Learn more about rich media ads
Surely you have heard of rich media ads. This is the term used in the digital advertising world to describe ads with advanced features such as video, audio, and other elements. These are the ones that draw viewers in and make them interact with the content.
There are differences between the types of ads, for example, text ads sell with words, display ads with photos, and rich media offer more ways to capture the audience’s attention. The ad can expand, float, and more.
It also gives you access to metrics that show audience behavior. As well as the number of expansions, different events and videos. All this makes it easy for you to get detailed data on the success of your campaign.
Keep in mind that these ads use HTML5 technology, which allows them to include multiple layers of content in a single placement. Not only videos, but also games, tweets following an advertisement, among others. They can help you generate more clicks and increase brand awareness.
Rich Media Ad Types.
Before delving into the advantages of Rich Media display ads, as well as their disadvantages. You should be familiar with the 3 existing types and how each is displayed:
- In-page: these are eye-catching banners that appear in a different location of the ad on the page, such as on billboards, leaderboards or sidebars. It should be noted that outstream video ads are also known as a type of on-page ads.
- In-stream: in this case, these are video ads that are shown before (pre-roll), during (mid-roll) or after (post-roll). They come from pre-existing video content.
- Off-page: These are the ads that are generally triggered by user behavior. A clear example are pop-up and expandable ads.
Benefits of Rich Media Display Ads
The digital age has brought many advances and changes that have been of great benefit to brands. They have found online windows to advertise what they offer to consumers. Therefore, it is important to have a clear understanding of the benefits of Rich Media display ads:
1.- They capture users’ attention.
One of the most important benefits of Rich Media display ads is that they grab users’ attention because of the dynamism of these campaigns. Keep in mind that today’s consumers have a busy lifestyle where time is limited, so you only have a few seconds to attract them.
It means you have to put more effort into making your brand’s ads interesting. For this, you can use interactive elements because they are eye-catching and achieve the goal of attracting visitors’ attention.
2.- Leverage your creativity
There is a wide range of rich media banners that you can leverage for your campaign. Having so many advertising options, you can use them to develop your creativity in its different formats. Remember that in terms of advertising there are no limits and it is something that is constantly evolving.
3.- Increase engagement
Another advantage of Rich Media display ads is that they are able to generate greater customer engagement. This is because when a consumer interacts with such an ad, they are more likely to remember the brand.
Just think that in this digital world overflowing with all kinds of advertising, Rich Media ads can stand out from the rest. Thus achieving one of your goals, which is to capture the customer’s attention.
4.- Expanded format ads
The best thing about Rich Media ads is that they give you the opportunity to use more space for your advertising. Previously, not only was it limited, but static ads allowed only one frame of information. Also, it had to be made even smaller to fit on a small screen.
But now with Rich Media you can create ads at a large scale, no matter what device you use. Another aspect to highlight is the built-in audio and the possible expansion of ads, this makes them more effective than static ones.
5.- They reach different audiences
Among the benefits of Rich Media display ads is the ability to reach many audience segments through the selection of ads tailored to them. Having the ability to create this type of ad for one specific segment and another for a different segment allows you to interact equally with each type of audience.
Keep in mind that these ads allow you to easily communicate with your audience in the way you want. But if you want to achieve this goal, you need to do an analysis of the types of audience segments you have and find the best way to segment them.
6.- Increase brand awareness.
These types of ads allow you to create fun and memorable campaigns that will help you gain more brand awareness. Consider that users pay more attention to Rich Media display ads, which makes them remember your brand.
But not only that, it also helps to play an important role in the customer’s buying decisions when they are willing to do so.
7.- Generate a higher click-through rate
In terms of results, it should be noted that Rich Media ads have higher click-through rates than other types of ads. Keep in mind that the higher this rate, the more conversions you will get. To do this, we recommend working with ads that the user can interact with, such as a funny video or a game on social networks.
8.- Get advanced analytics
To close this list of benefits of Rich Media display ads, this is a feature that static ads do not have. It is about the amount of new data to analyze. They provide more information about what consumers want.
You will be able to have information about video and audio playback, various types of interaction that can be tracked and analyzed. By having all this data you can optimize and improve your digital marketing strategies.
Disadvantages of rich media display ads
Just as there are the advantages of Rich Media display ads, there are also the disadvantages-that is, the not-so-positive aspects that you need to avoid. The idea is to know them so that you are clear about the mistakes you should not make:
- Many users are unable to view the ads because of bandwidth requirements. They are much higher for Rich Media ads (10 to 100).
- Keep in mind that rich media formats often require a certain browser or plug-in technology. What causes a good portion of the audience to receive the rich message.
- As for production costs, they can be very high, like those of TV commercials. Although there is a wide variety of small media purchases on the Internet, you can go as far as spending a lot.
- Some rich media technologies do not yet have fully developed measurement capabilities that give you performance data on par with other online advertising.
- When working with rich media campaigns, many parties are involved, such as the site, the agency, the client, the production company. As well as the technology provider and a special rich media server-all of which can make good communication difficult.
- The process of rich media traffic can be complicated because each technology involves different creative resources and each site selling services tends to treat them differently.
As you can see, there are many advantages and some disadvantages of this type of advertising. But if you have a good strategy you can be successful, which is why at Antevenio we want to offer you our Display Rich Media ad service. This way you can connect consumers with your brand through interactive advertising formats.
Leave a Reply