Creative Advertising
Exploring Rich Media Ad Formats and Their Impact
Sohel
The overwhelming amount of banner ads across the media landscapes of online has resulted in a rise in ad fatigue and banner blindness among users who either consciously or unconsciously ignore the information in banners. Since users have become more resistant to banner ads, views, engagement, and click-through rates have dropped, leading to lower CPMs that advertisers are willing to pay. In this blog Rich Media Ads and its format is introduced.
Rich Media Ad feature engaging elements such as animations, sounds, or interactive components. For instance, rich media ad can scale to a user’s screen size, change position on an web page, move while scrolling, expand upon clicking/touches, and more. HTML5, JavaScript, and other technologies power these ads, enabling advertisers to fully customize their content.
Unlike traditional banners that are a fixed size and only show images (or sometimes GIFs), rich media ads are more appealing, engaging, and interactive.
Rich media ads combine interactive elements like videos, animations, and clickable features to captivate audiences. These ads enhance user engagement, improve brand recall, and drive higher ad revenue, making them a powerful tool for modern advertisers.
Rich media ads provide the best experience for internet users with engaging and attractive designs without interrupting the user experience or affecting web content.
Because of their engaging and interactive designs, the rich media ad formats typically has more excellent CTRs and viewing and engagement rates, resulting in significantly higher brand recognition for advertisers. For example, while banners usually have CTRs between 0.06% and 0.1%, rich media takeovers can raise this figure to around 2%.
Alongside the increased efficiency and greater customization, the totality of rich media ads means advertisers gain more understanding of the user’s behavior and intentions, like analyzing interactions and expanding their campaigns—measurability increases for advertisers to test their campaign’s creatives, which leads to higher overall effectiveness.
With complete customization, enhanced efficiency, and greater measurability, the rich media ads format naturally requires more CPMs over banners. For example, while banners usually sell at an average CPM of $2, rich media takeovers can cost more than ten times that amount, depending on the geographic market. These ads significantly boost online publishers’ profits compared to traditional banner ads.
Advertisers typically receive rich media formats directly, as they are custom-built and tailored to their needs, rather than through marketplaces for programmatic products like banners, which come with additional costs. This keeps publishers’ profit margins as high as possible by eliminating intermediaries from programmatic markets. However, technological advances now allow new rich media formats to enter the programmatic market, enabling publishers to benefit from open market demands when direct campaigns aren’t available.
Takeovers are an exceptionally high-impact rich media ads type that surrounds the main content of a supported web page and then expands to fill the entire browser window. Advertisers can embed takeovers with dynamic videos, images, audio, and other interactive elements to meet their needs.
Performoo’s creative team designs unique takeover ideas for our clients’ campaigns and then gives them to our publishers to host.
Takeovers take over a more significant portion of a website and gain more visibility and user engagement however, they do not interfere with the content of a website if the user has given their consent to enlarge the window (for particular formats).
Performoo offers four significant types of takeovers that differ according to flexibility and customization:
SPeople sometimes refer to them as skins. Standard takeovers consist of text and static pictures overlaid on the main content of a supported site.
Premium takeovers include the same features as traditional takeovers, allowing videos to be integrated into the space.
Microstitial takeovers, our most versatile format, incorporate rich-media content like mini-games, quizzes, videos, and text.
Sticky ads use the exact format sizes of traditional banners but may change or remain in display position as the user browses the web. These ads provide excellent viewing for advertisers because they remain visible throughout a user’s display.
Vertical sticky ads are placed along the sides of a page and keep their location as the user scrolls down or up so that they remain in view throughout the day. They can be placed on both or only one side of the page.
Footer sticks are the size of a banner and are located in the lower part of a display for a user. These ads stay in place when users scroll down, so they are always visible.
Instream video advertisements play before, during, or after the viewer watches the next video on a web page.o. The most significant benefit is that these advertisements get more attention and engagement since they often wait to view the content they’ve selected. Once a person has finished watching the ad, they can go to the video.
With Google taking a hard line against alternative ‘outstream’ video content placements that do not require additional video content to be able to run, instream video is the best method to add revenue to a website page.
Several web admins must alter their site layouts to benefit from Rich Media formats and accommodate these larger advertising spaces. For instance, takeovers that contain web content employ three panels on the side of the page. Publishers should place all content in the middle of the page, leaving enough space for rich media to surround it.
By combining traditional and rich media ads, web admins can increase their profits by diversifying the sources of revenue on every web page. Because the demand for rich media may sometimes be less than that for banners, implementing a flexible mix of both will ensure that profits are as high as possible.
Connect with us to turn your viewer into customer with help of Rich Media Ads.
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