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How Are Rich Media Ads Different From Other Ad Formats?

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How Are Rich Media Ads Different From Other Ad Formats?

It goes without saying that standard display ads are affordable yet not that efficient. Click-Through-Rate (CTR) for a medium-sized rectangle is as little as 013% — so it’s safe to say that audiences don’t like ads. However, advertisements’ reputation isn’t necessarily as bad as you may think. In fact, according to recent stats, a whopping 83% of people agree with the statement, “Not all advertisements are bad, but I want to filter out the really obnoxious ones.”

With that being said, it’s not that audiences hate advertising; they hate bad advertising. With more channels and multiple marketing campaigns across various platforms like Facebook and Google, more ads have created more noise. And as a result, people are annoyed by seeing irrelevant ads at the wrong time and place. 

Rich media ads help to improve the advertising rep and get brands better ROI on their ad spend. But what exactly are they, and how are they different from other ad formats? We’ll tell you. 

What Are Rich Media Ads?

Rich media ads usually take much more time, capital, and effort to create. So, why do businesses use them? 

Well, for starters, rich media ads are dynamic and engaging in a way that other ad types just aren’t. They usually lead to more interaction, a higher Click-Through-Rate, and increased conversions. Since many individuals have banner blindness (we all do), creating a top-notch ad that your audience wants to interact with isn’t exactly a walk in the park. Rich media ads are an excellent way to create a better user experience. 

Okay, so How Are These Different From Other Ad Formats?

Rich media ads are very different from other common ad formats because they are interactive and include engaging multimedia elements, including video, animation, or audio. On the other hand, other ad formats are usually static, only including images and text. 

Simply put, rich media ads are more complex, but they allow for greater creative freedom while providing a medium for brands to captivate audiences beyond test and simple display ads. 

Here are some of the different types of rich media ads:

  • Banner ads (the most basic rich media ad format)
  • Expanding (creatives that expand beyond its original dimensions over the top of other pages or app content)
  • Dynamic (creatives that can change creative content spontaneously, either based on content rules or manually)
  • Lightbox (expanding creatives that work on desktop computers with a two-second mouseover and on mobile devices by tapping)
  • Interstitial (creatives that float on top of a page’s content or appears as a full-screen advertisement during natural transition points in mobile apps)
  • Video ads (can be included in all other formats)
  • Push-down (expanding creatives that push down the content of a webpage when it expands, moving the webpage out of the way to display the ad)
  • VPAID (Video Player-Ad Interface Definition; creatives displayed in an in-stream video player, typically including video content)
  • Multi-directional expanding (expands in multiple directions, depending on where the advertisement appears on the page)

By using rich media ads rather than sticking to regular ol’ ad formats, you can play with innovative and new creative ways to send your message. 

What Are The Benefits of Rich Media Ad Formats for Advertisers?

It goes without saying that rich media ads can significantly amplify both direct and programmatic ad campaigns. There are a ton of different reasons why you should start using them, but if we listed them all, you’d be here all day! So, without further ado, here are the top benefits of rich media ad formats for advertisers:

Rich Media Ad Formats Deliver A Better CTR

Rich media ads have been proven to deliver a great Click-Through-Rate. In fact, according to the experts, they can outperform standard banner ads by a whopping 267%. 

You Can Squeeze More Data From Rich Media Ads

When of the best benefits of rich media technology is that it allows for more metrics and insights. This means that advertisers can adjust and scale campaigns with greater knowledge of what works — or doesn’t work — on their campaigns to get better long-term results. 

Some of the useful metrics you can measure with rich media ads include display time, impressions, views, full-screen video completions, pre-interaction enticements, and much more. 

Interactive Ad Formats Provide A Much Better User Experience

The reason why rich media ads have such good ROI is that they provide a much better experience for the user, which in turn, makes users pay more attention to them. Users are not forced to leave the website they’re on or interrupt their browsing. 

Rich Media is Excellent at Driving Buying Intent

A recent study found that rich media formats are much more successful than other common ad formats, such as GIF and simple Flash, in driving consumers buying intent. On average, rich media ads that include video resulted in an astonishing 1.16 percent increase in buying intent.   

Rich Media Ads Offer A Larger Space To Provide Visuals And Messaging

Some advertisements have very limited spacing that you have to take time to play with to best provide your messaging. With a rich media ad, however, you have much more space to display pictures, offer more calls-to-action, and engage. You even have enough room for video, which is becoming a huge marketing medium on the web. With YouTube and video consumption exploding online, it’s important to make sure you have an online video marketing campaign in the works. Rich media video ads are an excellent way to utilize your video and gain engagement. 

Rich Media Ads Provide Increased Tracking

Lastly, but certainly not least, with rich media ads, you have the opportunity to view other measurable stats about your target audience. For instance, with video ads, you can view how many people watched a video or the percentage of videos viewed, which can help you to adjust your video creatives as needed. 

A Final Word

If you ask us, rich media ads are an all-around winner– viewers love them, and advertisers get better ROI. The interactive and considerate elements make rich media ads the future of advertising. In fact, we really wouldn’t be surprised if static ads became obsolete in the years to come. If you’re not already using rich media ads in your digital marketing strategy, now is the time to start.

Not exactly sure where to begin? We don’t blame you — advertising can be tough! Thankfully, there are awesome ad agencies like MuteSix that can help. 

The award-winning team behind MuteSix are best known for their bold creativity, lucrative business strategy, and continual transformation. If you’re ready to take your brand to the next level, don’t settle for a company without experience — call MuteSix!

Sources:

https://www.vieodesign.com/blog/new-data-why-people-hate-ads

https://www.emarketer.com/Article/Consumers-Engaged-with-Rich-Media/1011282

https://tubularinsights.com/wp-content/uploads/2009/06/The_Brand_Value_of_Rich_Media_and_Video_Ads.pdf

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