Creative Advertising
Understanding Rich Media Ads
Ankitesh Thakur
Rich media ads, also called interactive ads, use multimedia elements like video, audio, animation, and text to engage users.In contrast to static ads that are static, these advertisements encourage engagement, leading to a greater rate of engagement and conversion.
Again, e-Marketer estimates that Rich media ads boast an incredible engagement rate16.85% , compared to 2.14 %for conventional ads.
In the digital era, the average user receives as many as 10,00 advertisements daily, so making your brand stand out is essential. Innovation, design creativity, and smart targeting are critical to capturing viewers’ attention.
But, not all advertisements are considered to be undesirable. An average of 83% of people according to a HubSpot study do not believe that all advertisements are bad, they just want to get rid of the annoying ones. That means that people are drawn to the quality of ads.
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| Aspect | Rich Media Ads | Standard Ads |
| Interactivity | Highly interactive, often including video, audio, and animations | Typically static, limited interaction |
| Engagement | Higher engagement due to dynamic content and interactive elements | Lower engagement, primarily visual |
| Performance Metrics | Advanced metrics such as interaction time, video completions, and engagement rates | Basic metrics like impressions and clicks |
| User Experience | Can enhance user experience if well-designed but may also be intrusive | Generally less intrusive but also less engaging |
| Cost | Generally higher cost due to complexity and production quality | Lower cost, simpler to create and implement |
While conventional ads boost brand recognition Rich media advertisements create a lasting impression for your company. Rich Media Ads give a more user-friendly experience, allowing users to browse content without clicking on the ad, thereby justifying the higher price.
Google Web Designer is a powerful tool for designing rich media advertisements. It has realistic animations, dynamic ads, and dynamic workflows tailored to specific products or services.
Others are Performoo, Creatopy, Bannerflow, AdCanvas and MadYourself. These platforms enable marketers to create high-quality media ads, manage campaigns, and enhance performance.
Video-based interactive ads, also known as VPAID (Video Player Ad Interface Definition), appear directly within video players for engagement.
It outperform traditional advertisements regarding customer engagement and conversions.
Size limit: The minimum load should be no more than 200KB to ensure speed. Browsers may block larger graphic files over 4 MB or those with high CPU usage to ensure faster loading and performance.
Time for Animation: Animations must end after 30 seconds or contain a “click to continue” button.
Stopping Ads: Once the user has stopped an ad, the animations, videos and sound effects should stop, and the creative will be able to collapse when it’s expandable.
Auto-Play Options: Provide the option to silence or play videos with sound, allowing users the ability to control.
Interstitial Ads: They should be able to close the tab or auto-close after 15 seconds with no subsequent ads.
Rich media ads take more effort to develop; however, they are much more efficient than traditional advertisements. They provide higher engagement and conversion rates, making them an excellent marketing investment. Understanding the various kinds and best practices can aid you in crafting efficient rich media advertisements that grab users’ attention and produce outcomes.
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