Rich Media & Direct MarketingPresentation Transcript
Rich Media Katie Tomaino
What is Multimedia? Multimedia: the presentation of text, graphical images, moving images, and sound in a single package to create an effect greater than the sum of the parts.
What is Rich Media?
Rich media = the maturation of multimedia
Can be basic (the use of a visual) or more advanced (interactive video)
Communicates the content without leaving the current page
Rich Media & Banner Ads
Rich media has breathed new life into banner ads
Banner ads are becoming more social, and more interactive
Rich media is better at getting attention
Why does Rich Media exist? Static banners yield a click-through rates of less than 1% The lower the CTR, the lower the revenue the ad brings in Websites are now offering larger, more creative units in hopes of generating more impressions, which would allow them to make a larger profit
Potential Cons of Rich Media Greater cost both for placement and creative Must be compatible with the website can create extra work Interrupts Internet browsing, might upset the audience Some might install filters
How is it Measured?
Rich Media is not measured in click-throughs because click-throughs are not always necessary to experience the content
Visitors experience the media in the ad without leaving their current content
No real uniform standard for measuring
Can be measured based on particular goals
Where is Rich-Media going?
Some suggest the future of Rich-Media lies in video content
Online video advertising has increased 10-fold since 1996
Videos are much more effective at engaging the visitor as indicated by Eyeblaster study…
Studied 100 billion impressions from about 30,000 campaigns worldwide
Average time hovering over rich media ads:
With video: 60 seconds
Without video: 30 seconds
Proves video is worth the extra cost and investment
Showed that including a call to action in a banner or on the still of a video player greatly enhanced the chances that the viewer will hit play to see the ad.
Rich Media & Direct Marketing
What Rich Media has to offer to DM Improves delivery and reach More impressions at a lower cost than other media such as direct mailings, telemarketing, etc. Can be disguised as something fun, or of value to the audience Increased likelihood of taking in the ad or acting on it
What Rich Media has to offer to DM According to PointRoll benchmarks for 2008, rich media provides a 562% lift in response/return over standard ads Depending on the campaign, including a direct-response element increases response by 42%
What Rich Media has to offer to DM Coupons can be printed directly from a rich media ad One Nivea campaign offered a $2 coupon in a rich media ad Even after only 2 million impressions, the rich media campaign generated 1,800 coupon prints
What DM has to offer: Based on data, advertisers are better able to determine: What to offer How to offer it Who to offer it to Allowing for customizable multimedia
Rich Media and Relationship Gaps Works best (in my opinion) for awareness and acquisition. It reaches large, broad audiences, but can still be targeted by interests for each web placement. Can be used to announce offers and deals (good for sales gap). Can serve as brand reminders for retention.
“With more available real estate than traditional media, these ads provide the perfect venue to showcase your product or service. A flashy video? Great imagery? This is the place to do it. The expandable ad runs in current ad positions and can include nearly anything you can think of: dynamic data, video streaming, polling, interactive games, and more.” –Yahoo! on Expandable Ads
Red Bull Energy ShotExpanding Interactive User initiated expansion Displays video, then benefits of Red Bull Energy Shot Allows visitor to enter zip code to see walking, hiking, and biking routes in the area Potential to track zip codes http://public.yahoo.com/~wwwads/archives/red_bull/100602/
Quaker Oats & Yahoo! Case Study
Quaker Oats Case Study Quaker Oats didn’t want to be known as “Your mom’s brand” Hired Goodby, Silverstein, & Partners to create “Go Humans Go” campaign. Goal: show nutritional value and create new relevance and loyalty Solution: US targeted campaign on Yahoo! Homepage (provided a mass audience) Floating, animated, and interactive ad Ran for 2 half days, separated by a week’s time Media measurement by Neilsen
Quaker Oats Results People loved the ad 70 million + impressions per run Search volume went up 28% and 21% Short-term sales impact: $1.2 Million Quaker hadn’t done much in digital advertising, but this proved its effectiveness.
More Examples: http://advertising.yahoo.com/inspiration/creative-canvas?title=The%20Last%20Airbender#player