2. 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.
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4. Can be basic (the use of a visual) or more advanced (interactive video)
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6. Banner ads are becoming more social, and more interactive
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8. 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
21. 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
22. 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%
23. 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
24. 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
25. 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.
27. “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
28. 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/
30. 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
31. 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.
