Rich Media mobile advertising both engages consumers and delivers results. Better and larger touch screen capability, speed, and image definition are generating better interactions and experiences between user and brands.
While Rich Media is typically used for generating awareness, it also allows users to interact with a brand and take some form of track-able action (click through to a micro site, sign up for more information, or request a call back). For this reason, there is growing interest and budgets being allocated to Rich Media from traditional direct response advertisers.
An example of this would be using a mobile coupon or store locator in an interactive creative, to show where a product could be purchased locally or at a discounted rate. When the user downloads the coupon this would be tracked and when the final purchase is made using the coupon, it can be attributed back to the rich media campaign allowing for further optimization across the brand’s media plan.
Common types of Rich Media advertising will generally be in-page ads, out-of page ads and even in-stream ads.
- In-page ads – These types of in-page ads usually show up in various areas of a web page in the form of a rectangle or pre-set banner.
- Out-of page ads – Examples include floating ads, pop-up ads and expandable ads.
- In-stream ads – These are ads that involve either pre or post roll videos.
Some of the other reasons to use Rich Media through mobile devices are:
High interaction rates: Interactivity delivers significant uplifts in brand awareness, message association and purchase intent, and can also allow for instant data capture. Advertisers can more effectively capture the attention of potential customers by prompting them to interact with the online ad and provide a more engaging experience.
Rich Media ads are measurable and scalable: Typical banner ads allow advertisers to measure only impressions and click-throughs. Rich Media ads, on the other hand, can empower advertisers to track and measure a variety of important and often subtle browsing behaviours (for example, the number of users who viewed an embedded video, percentage of video viewed).
Higher performance levels: Rich Media ads outperform standard and animated counterparts with increased conversion rates, click through rates and view through rates. Research has shown that Rich Media advertising average click-through rates for Rich Media ads were approximately five times higher than click-through rates for non-Rich Media ads. Thus consumers are more likely to take some kind of action after viewing a Rich Media ad compared to standard display ads.
Brand awareness: Rich Media ads, including Flash and streaming ads, increase brand awareness for online advertisers better than other online ad formats.