This document discusses rich media advertising, including an overview of different rich media ad formats and best practices. It provides statistics showing that search and display advertising make up over 50% of digital ad spending in India. Various rich media ad formats are defined, such as in-page ads, expanding ads, floating ads, transitional ads, takeover ads, mastheads, and engagement ads. Metrics for measuring the success of rich media ads such as click-through rate, interaction rate, and action rate are also discussed.

1. Display & Rich Media
Planning

2. In this presentation
• Digital advertising snapshot
• What is Rich Media
• How to reach to your potential audience
• Best Practices
• Measurement metrics
• Q & A

3. Spends allocation between all the ad formats
The report finds that currently, Search
and Display are the top two
contributors to the total digital
advertisement spends in India.
Of the Rs 2,750 crore digital
advertisement market, Search ads
constitute 30 per cent of the overall ad
spends, followed by Display ads, which
contribute 23 per cent and Social Media
contributing 14 per cent of overall
digital advertisement spends

4. Identify objective to align your campaign
Awareness
Drive Interest
Brand Consideration
Trial &
Purchase
Loyalty
Advoca
cy
Increase visibility through
break-through-the-clutter
branding
Provide rich content to
inform or educate
Drive consumer to purchase
on or offline. ( direct,
Transactional or Purchase
Enable consumers to actively
engage through social sharing
( Share on Facebook, emails)

7. What is Rich Media?
Rich Media Advertisements are defined as those with which users can INTEREST
or ENGAGE, solely with animation
Includes such formats as transitional and various over the page units such as
floating ads, page take overs and page tear
Mast Head

8. Displaying the Ads to Potential Users
Web Users Platforms Activities

9. How to reach potential users then…
Demographic
Age
Geo Targeting
Interest
Contextual
Behavioral
Day Parting
Device
Platform
Web User Targeting Parameters Doing Various Activities Potential Users

10. How to bring users back to landing page
Web User
Landing Page
Multiple Websites of different genre
Bring users back to brand
website.
Pixel|Cookie|Xchange

11. Target the right audience
• Contextual
• Remarketing
• Behavioral

12. Best Practices

13. Best Practices| Mobile Rich Media Ads
Optimize the mobile experience: Ensure that
your text-based creative for high-volume
groups are optimized for both desktop and
mobile devices. For example, your mobile
creative text might include geographic
modifiers like “Mumbai” or “Delhi” depending
on your location targets. Mobile-specific call-to-
actions such as “Call now” or “Visit a local
branch” are also effective in increasing
customer engagement

14. Best Practices| Video Ads
Include “loading” message that
appear when the video is
streaming. Users with slow
connections will know the video
is loading
Include compelling relevant call
to action after the video
completes- either last frame or
static art work.

15. Best Practices| Engagement ads
Add Navigation Buttons – Sharing &
commenting
Highlights only key features of the product

16. Best Practices| Social Media ads
Clear Call-To-Action like Book Now, Install,
Shop Now,
Headline show be stiking
Image should to clutter free
Use bright colors to catch the attention

17. Types of Rich Media Ads

18. Format | In Page Ads
Standard ad unit that may include
advance rich media functionality, such
as embedded games, animation,
video integration, registration forms
or interactive marketing brochures
and may allow for larger file sizes

19. Format | Expanding
Similar to in-page ad units, but
they expand in size when a
user moves his mouse over the
ad or click to interact with it.
Some publishers are
experimenting with ads that
automatically expands when
the page loads, then retract
after small delays. These ads
are sometimes called “push-down”

20. Format | Floating
Ads that appear as a layer on
the top of the user’s current
page; these are typically free
form ads that can move across
the page in a varity of shapes
and sizes and which may
resolve into an in- page ad on
the same page or a smaller
floating “ reminder” ad unit
which continues to float above
the page

21. Format | Transitional Ads
These ads appears between
one page and another as a
user click through a site.

22. Format | Take Over
Takeover ads are ads
that replace all or part
of a publisher’s web
page with advertising
content. They are often
designed to look as if
they are breaking or
otherwise interacting
with editorial content.

23. Format | Mastheads
Masthead units are always found at
the top of the web page. The
mastheads may include number of
different elements that are designed
to catch eyes and may have
interactive features or video.

24. Format | Engagement Ads
Engagement Ads strengthen brand-to-audience relationships
by making a rich creative canvas come alive as consumers
stream videos, play games, and more. Advertisers only pay
when audiences engage – ensuring that your message is
resonating with people that are interested in your brand.

25. Metrics

26. Metrics
Branding Direct Response
Click Through Rate Interaction Rate
Definition: % of impressions that resulted in the user clicking through
to a landing page.
Give consumer a clear reason to click by focusing clear Call to Action
within banner panel
Most Intrusive formats such as Floating & Take overs result in higher
CTR
Brand Time Action Rate
Definition: The average amount of time user’s interacted with the ad
The right feature presented to right audience can result in average
Brand Time over 1 Minutes
Definition: Percentage of users who have interacted with the ad uniti n
some way
Make it easy & persuasive “ Watch this video for recipe”
Give a preview in the banner of what’s to come in the panel
Definition: Percentage of interaction that incur an additional activity
Interaction is the first step to conversion and action is second
Add enticing second step such as Download, Coupon or install.

27. Q & A
Thank You Ashish Singh