Those who are
in ad tech online and use the internet surely know that the standard banner ads are the most common form of online advertising. As per source, revenue generated from the Banner Advertising segment amounts to US$53.670 bn in 2018.
And, it’s predicted to grow at the CAGR of 9.2%. We attribute the success to rich media. Rich media ads as they sound are interactive and capable of delivering a better experience to the readers. That’s not all. eMarketer said the CTRs for rich media ads are 267% higher than that of display ads and engagement rate is at a whopping 16.85%.
So, What is Rich Media?
In the online advertising world, Rich Media is referred to the ads which combine text, images, audio, video, and any other web elements to present an interactive ad experience to the user. The goal is to make the ad more dynamic and engaging to get a strong user response. It’s an interactive ad, as it changes according to user on-screen movements.
For example, consider a display ad with a static background and dynamic foreground. As the user scrolls up, the foreground moves up or down or modify its appearance capturing the attention.
Text ads and display banners aren’t as effective as rich media due to the lack of involvement of the ad with the audience. Besides, we’re bored of traditional banners ads that aren’t relatable to us in any way. That’s why advertisers weigh the CPM based on the available data (at the time of bidding).
The best part is audience behavior like numbers of expansions, exits, and video completion rates (VCR) can be tracked and reported. This, in turn, helps in determining the success of the ad campaign.
Features of Rich Media
- Advanced animations
- Instant user interaction (due to the presence of dynamic motion)
- Flash games that can be played instantly
- Better ad quality and content
- Technically advanced
- Increased brand awareness and higher ROI.
Difference between Standard Ad and Rich Media
|Standard Ad||Rich Media|
|Standard Ads are simple. They generally include texts with a visual element such as a logo or a graphic.||Rich Media ads are creative and they typically have flash games, polling, videos, etc.|
|Creative size is lesser than <200K||File size is usually higher than 200k|
|The ad is static with less or almost no interactive elements in it.||The ad is dynamic and highly interactive.|
|Click by the user will only take him to the advertiser’s page||It has a number of interactions, the ad can expand, pause, float, and the volume can be increased or decreased. The landing page isn’t the only goal.|
Types of Rich Media
Here’s a fact. Rich media ads aren’t as technical as you think. Even a video is considered a rich media ad. Here we listed the top rich media ads that you can run.
I. Banner (Motion Poster)
If you have an ad creative that is fixed, then you can call it a banner. And, if it’s dynamic, it is indeed a rich media ad. As you have guessed, banners are the most common type of rich media ads and have the higher demand too.
As everyone supports it, more advertisers tend to run it.
Demand: High. Banner ads accounted for 75% of the mobile advertising last year (in the APAC region) and it will continue to go up. If you wonder why advertisers are spending billions on banners, it is relatively cheap and suitable for campaigns like brand awareness, seasonal offers, etc.
CPM: Medium to High (depends on the audience, publisher, viewability, and other factors). Make sure you segment the audience and employ first-party data strategy to get the best possible CPMs. Without a doubt, header bidding can be a game changer.
Loading time: Low. As there no heavy files to render, loading is quick.
Technology used: Polite download.
II. Interstitial Ads
An interstitial ad is a rich media format that includes many different elements. It supports videos, banners, and other HTML5-based elements. Interstitial ads are mostly full-screen and are displayed at natural transition points (during the pause between different levels in a game or between activities).
Interstitial ads can move with content or maintain a locked position as a user scrolls on the web page. The “Locked” option is available at the trafficking stage. When an interstitial ad is displayed there is an option to either click on the ad and reach the respective page or close it and return to the webpage.
Demand: High. When advertisers realize interstitial ads can yield better viewability and brand recall, the investment in the format started to increase. Almost 20% of the demand is for interstitial.
CPM: High. As the viewability is high, CPMs are usually higher for interstitial ads. However, you need to make sure the user experience isn’t hampered. Remember, almost all of the internet users hate to see pop-ups and especially when it is relevance you might lose readers.
Loading Time: High.
Technology Used: Video, Polite download, HTML-5.
III. Multi-directional expanding (MDE) Ads
An MDE creative expands according to its placement on the web page. It is a location-based ad, for example, if an ad is placed on the right side of the web page it automatically expands towards the left side of the page when triggered by user behavior (a mouse click, or tap) and vice versa.
Demand: Low as the format is relatively new to the advertising.
CPM: High. MDE ads are user-initiated, depicting that the user is actually interested in viewing the complete or expanded version of ad.
User Engagement: High. Obviously, the ads when expanded will lead to the best possible recall a brand could have.
Loading Time: High. With the stack of files, images, videos, and audio, loading will take time.
IV. Pushdown Ads
Pushdown ads don’t expand in size, it loads as a teaser on the webpage and on click, tap or hover, the ad pushes the content of the web page to reveal a larger ad creative. These ads support a variety of engaging creatives which don’t hide the content, thus getting more views than overlaying ad units.
Demand: Medium. The format is new yet gaining traction as it resembles traditional leaderboard.
CPM: High. As mentioned earlier, a user-initiated ad will tend to have better CPMs.
User Engagement: High.
Loading Time: High. Because of the video and audio files associated with the ad, user may experience a delay in loading the ad.
Do advertisers prefer Rich Media?
“The growth in video and rich media will outpace both banners and sponsorships through 2020, at which time the two visually rich categories will account for 57.9% of total digital display ad dollars.”
As the competition is on its peak marketing professionals have realized that it’s difficult to reach the targeted audience. Buyers are equally aware and are conducting their own purchasing research. Viewers tend to get irritated when they are overloaded with different types of boring traditional ads, this causes a waste of both time and money. This is where Rich Media is considered a powerful tool, offering a greater performance than most of the traditional ads.
Rich Media ads are measurable, it allows advertisers to track and evaluate a variety of important browsing behaviors (for example percentage of video viewed). It also has a higher interaction rate, advertisers can effectively capture the attention of intended customers by prompting them to interact with the online ad and providing them with a more engaging experience.
Rich media ads have been trying to make advertising a pleasant experience through its advanced techniques. It is one of the best ways to educate a viewer about a brand and promoting it without having to leave the page they’re in. It’s creative and interactive nature is being reciprocated with an excellent user response thus creating brand awareness, increased call to action and better ROI.
As a publisher, you can’t completely ignore the format as the static display ads may not be here in the next decade. When consumers evolve, we all should follow the suit. After all, advertising is to nurture the readers. Always, keep tracking the best ad formats and demand. Else, let us do the job.