Rich Media DefinitionRich media advertisements are defined as those with whichusers can interact or engage, as opposed to solely viewanimationIncludes such formats as transitionals and various over-the-page units such as floating ads, page take-overs and tear-backs
Types of Rich Media Units Type Description Standard IAB ad unit shapes that may include advanced rich media functionality, such as In-Page embedded games, animation, video, registration forms or interactive marketing brochures, and which may allow for larger file sizes Similar to in-page units, but they expand in size when a user moves his mouse over the ad or clicks to interact with it. Some publishers are experimenting with ads that automatically Expanding expand when the page loads, then retract after a small delay. These ads are sometimes called “push downs” or “server-initiated expandables” Ads that appear as a layer on top of the user’s current page; these are typically free-form ads that can move across the page in a variety of shapes and sizes and which may “resolve” into Floating an in-page ad on the same page or a smaller floating “reminder” ad unit which continues to float above the page Also known as “between-page ads” or “interstitials,” these ads appears between one pageTransitionals and another as a user clicks through a site Takeover ads are ads that replace all or part of a publishers web page with advertising Takeover content. Theyre often designed to look as if they are breaking or otherwise interacting with editorial content.
Identify Objectives To Align With Campaign Increase visibility through break-through-the-clutter branding (Awareness & Research) Generate Awareness Pre-Shop Drive Interest Provide rich content to inform or educate Build Consideration (Purchase Decisions) Stimulate Trial & Drive consumer to purchase on or offfline (e.g. directShop Purchase transaction or coupon) Loyalty Enable consumers to actively engage with through social sharing and opt-in to belong to the brand (e.g. opt-in to email, share on Facebook, Twitter etc.) (Share & Converse)Post-Shop Advocacy
Rich Media Depends onObjective(s) DR as single objective Multiple Objectives Branding as single objective Most rich media campaigns have some aspects of BOTH branding and DR Creative should be constructed to prioritize that key performance objectives Combining branding and DR components diversifies consumer touch-points
Objective: AwarenessBest Practice Advice for Brand Awareness Keep It Simple If communicating a key message about the product or the brand is an important objective of the campaign, then state it clearly and elegantly and don’t ask too much more from viewers Maximize the amount of logo presence Various research, such as Marketing Evolution’s “The Five Platinum Rules to Online Advertising Creative,” has shown brand awareness generally improves when the ads feature the company’s logo prominently throughout as much of the ad’s animation as possible
Objective: Awareness Use eye-catching and clutter- breaking creative Employ page takeovers or interstitials Maximize the logo Create a memorable experience for the consumer
Rich Media Are Effective In DrivingMessage Association Ensure the brand communication is clear If ad includes multiple panels, feature options within the banner toput the consumer in control of what they want to experience Keep the call to action − Specific − Easy to find/large enough to read − Uses “rollover” (vs. click to expand) Regardless of banner animation, the option to rollover to expand should always be available
Objective: Awareness |Nutro Dog Food Example Provides information without overwhelming A simple panel, no other interactive element incorporated Creates an effective message association “Real Results Are Seen Not Said”
Objective: Interest AndConsideration Best Practice Advice for Interest and Consideration Adding interactive features to rich media ads (which can range widely, including quizzes, forms, games, expandability and on and on) can have an effect on interest and consideration
Objective: Interest AndConsideration Includemultiple activities (quiz, poll, messages, videos, etc.) within the ad Allow consumers to interact andcreate a unique experience for themselves: - Interactive game to learn more about the characters, storyline, etc, - Ability to view multiple videos unique to online (in addition to just the TV promo) - Personalize the message - Include a quiz/poll questions with real time results.
Consideration Example Iams Pet Food Interactive elements that educate consumers on natural ingredients All ingredients must be added in the blender in order for the consumer to reach the special offer Provides brand benefits and a direct response mechanism through coupon
ConsiderationExample Friskies Cat Food Promotion integration for the new iPad App A Live Feed of Cat vs. Human leaderboard − Leaderboard displays the number of points earned by cats and humans while playing the game − Cats swipe the iPad to get the Friskies treats, for each successful catch, cats get points Drives consideration by landing consumers on the website to deliver deeper engagement and education
Objective: Interest AndConsideration Videos Enable Engagement In Rich Media Units Strive for more than just recycled TV spots Consumers prefer to see the online medium as something more original, engaging, amusing The best in-ad video campaigns integrate the video into the overall creative to tell a story, demo a product, or otherwise communicate the brand message
Video Best Practices For video, include a “loading” message that appears as the video streams in − Users with slower connections will know the video is coming soon Use video player controls – pause, play, and volume scrubber – for optimal usability Set video to auto play upon user rollover whenever possible Include compelling, relevant call to action after video completes – either on the final video frame or with static “art card”
Objective: Interest AndConsideration Example FRESH STEP In banner video drove education and consideration around Fresh Step and A&H Brand incentivized participation by featuring pet video in the commercial CTA drove consumers to YouTube deepening engagement with the brand
Objective: Trial And PurchaseBest Practice Advice for Purchase and Trial Employ functionality such as coupons, sweepstakes and data collection Consider fewer ad panels with concise content and clean calls to action Drive purchase intent by delivering locally relevant product, pricing and availability
Objective: Trial And Purchase Include clear call to action for coupon/sample/sweepstakeswithi n the ad Educateconsumers and qualifythem quickly for the offer (e.g. enter email, share with a friend etc.) Rule of thumb –how much timedoes it take the consumer to qualify for the coupon/sample?
Objective: Trial And Purchase Example Tidy Cat Litter Main objective is trial/purchase Clear CTA, single panel Quick path to download coupon Email opt-in for post-purchase conversation
Objective: Trial And Purchase Example Fresh And Light Brand utilizes dual objectives of awareness and trial Floating ad units are clutter breaking “Save $1 now” provides consumers tangible benefit in terms of saving Such CTAs can drive higher conversion rates
Objective: Trial And Purchase Spotbot Example Main objective is to get consumers to download coupon A simple panel, no other interactive element incorporated Consumers expand by rolling over the unit and arrive at the coupon
Objective: LoyaltyBest Practice Advice for LoyaltyRich media data collection functionality can alsobe used to capture opt-in emails for remarketingand lead generation Offer interesting content/information to generate interest in email opt-in
Objective: LoyaltyExample Campbell’s Collect data from consumers easily − Include interesting information giving consumers a reason to opt- in for email − Allow consumers to submit information in ad-unit without leaving the page
Objective: AdvocacyBest Practice Advice for Advocacy Exponentially spread the brand message with social sharing and send to friend Integrate branded communities within rich media units, which recruits users to join while mirroring functionality of a social networking site Create Widget Ads that enable consumers to their blog or social network of choice
Objective: Advocacy Every media impression is a potential advocate − Enable sharing within the ad units − Give consumers the control to information − Leverage viral distribution to increase visibility of brand message/offer
Objective: AdvocacyExample Scoop Away Brand created a strong message association Funny video content made the ad share-worthy Enabling sharing in-ad made the experience frictionless while making each impression a potential advocate of the brand
Objective: Advocacy Example Pedigree • Includes an entertaining interactive component , which encourages sharing and delivers virality − Allows consumers to create a digital doggy avatar with dentures − Consumers customize the voiceover by typing the text − Consumers can share their creation on Facebook
The Metrics Trade-off Focusing on one key objective is more likely to produce a higher impact for that one objective, but this usually comes at the cost of the other There are many uses for rich media and focusing on one element (ex. coupon) is not always the right path when trying to diversify consumer touchpoints Branding Impact DR ImpactBranding Objectives Spectrum Direct Response
Metrics Branding Impact DR Impact Branding Objectives Spectrum Direct Response Click-Through Rate Interaction Rate Definition: Percentage of users who interacted with the ad-unit in someDefinition: Percentage of impressions that resulted in the user clicking waythrough to a landing page Make it easy and persuasive. “Watch this video/Rollover for recipes”Give consumers a clear reason to click by focusing on a strong call-to-action within the banner or panel Give a preview in the banner of what’s to come in the panelEntice users to click by startingan activity within the ad and finishingitat Keep it simple. Display advertising has a limited amount of time andthe site space to persuadeMore intrusive formats such as floating units/page takeovers commonlyresult in much higher CTRs Brand Time Action RateDefinition: the average amount of time user’s interacted with the ad Definition: Percentage of Interactions that incurred an additional activityProvide a tool to sustainuserengagementwithin the ad-unit such as aproduct selector or data entry form Interactionis the first step toconversion, Action is the second; users must have a clear and enticing course of action to say “yes” toTheright feature presented to the right audience canresultinAverage Brand Timesof over 1 minute! Supply the user with enticing second-steps; such coupon download or learning more
Rich Media and BrandingEffectiveness In addition to the metrics discussed above for tracking direct consumer interactions with the ad units, online marketers often use survey techniques to measure the brand impact of their adsMetric DescriptionOnline Ad Also known as “ad recall,” whether consumers remember seeing a company’s advertising campaignAwarenessUnaided or aided The extent to which consumers think of or recognize a company’s brand, with or without promptingbrand awarenessBrand Favorability The extent to which consumers perceive the brand positivelyMessage The extent to which consumers attribute characteristics to a company or product that were the subject ofAssociation the ad campaignPurchase Intent Likelihood that consumers will buy the advertiser’s product or service any time soon
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