Guide: All About Rich Media Ads

A rich media ad is an interactive online advertisement that includes elements like videos, animations, and games to engage users more effectively than traditional static ads. These ads allow users to interact by clicking, swiping, and watching videos, making them more engaging and memorable for viewers. 

There are so many benefits to these ads (increased engagement and interaction, better storytelling abilities, great impact measuring) and you can learn more about them through the article linked.

Start creating your own rich media ads now:

Different types of rich media ads

In today’s digital landscape, understanding the various ad formats available is crucial for creating successful online advertising campaigns. With numerous options to choose from, selecting the right ad format can significantly impact how your audience perceives and interacts with your brand, message, and offer. Let’s explore the most common ad formats to understand them better.

  • Infeed Ads
  • Interstitial Ads
  • Intercroller Ads
  • Expandable Ads
  • Responsive Ads
  • Video & VPAID Ads

Infeed Ads – Infeed ads are video advertisements that appear within the content stream or feed of a website or app, designed to blend seamlessly with the content that users are already interested in, leading to higher engagement rates.

Interstitial Ads – Interstitial ads are full-screen ads that cover the entire interface of the host app or website, typically displayed at transition points in an app flow or between content. These ads are designed to be interactive, giving users the choice to close the ad or click through to its destination.

Interscroller Ads – are scroll-in ads, where creatives are fullscreen size, but visible through a viewport. More of the ad becomes visible through the viewport as the user scrolls down.

Expandable Ads – are two-state ads that transition from the first state to the second state with the press of a finger. Meaning when the user clicks on the ad a bigger version of it opens up. There are also more advanced expandable ads that can open a microsite in the second state

Responsive Ads – Responsive ads adapt to different screen sizes and orientations, ensuring a consistent user experience across various devices and platforms.

Video & VPAID Ads – Video & VPAID ads are video advertisements that appear within the content stream or feed of a website or app, designed to play automatically as users scroll through content. These ads aim to blend with the native content to provide a less intrusive advertising experience.

View and filter any of the rich media types from our Ad Gallery here.

Where can you use such ads?

Such ads can be displayed on various devices and platforms, including websites and mobile apps. With programmatic technology, advertisers can leverage the power of interactive ads to create campaigns that resonate with their target audience.

Furthermore, rich media ads can be personalized based on user preferences and behaviour. For example, if a user has previously shown interest in outdoor activities, a rich media ad for camping gear can dynamically display relevant products and offers. However, such level of personalization of ads using cookie data is coming to an end.

Click here to read more about the benefits of rich media ads.

How do rich media ads work?

Rich media ads are a dynamic and interactive form of online advertising that are distributed through specialized ad networks, such as Google Display & Video 360, Celtra, and Nexd. These networks serve as the bridge between advertisers and the digital spaces where audiences engage. But how do they work?

– Vision

The process of creating a rich media ad starts with a vision, which is translated into a storyboard or wireframe, laying out the journey you want the user to take. From there, a team of designers and developers bring the storyboard to life, creating the visual elements and interactive features that will captivate the audience.

– Blend of art and technology

After crafting the message and design, advertisers set targeting parameters and budget and upload it to the platform. The ad platform takes over from there, ensuring that these vibrant ads reach the right people at the right time. HTML5 technology makes rich media ads come alive, allowing for seamless interactions whether a user is on a desktop computer, tablet, or smartphone.

– Action tracking

When a user engages with a rich media ad—whether by watching a video, clicking through to a website, or interacting with an animation—every action is tracked. This data is invaluable, providing insights into impressions, expansions, video completions, and clicks, which help advertisers measure the success of their campaigns.

Strategies for Effective Rich Media Campaigns

To get the most out of your rich media ads, consider these best practices:

Make It Interactive

Take advantage of rich media’s capabilities by adding interactive elements that encourage engagement. Playable demos, quizzes, and 360° views can draw users in.

Prioritize Fast Load Times

Rich media ads can be data-heavy, so optimize your creatives to load quickly. Slow ads frustrate users and hurt campaign performance. Use a tool like Nexd to compress your existing creatives or make new ones.

Have a Clear CTA

Even with all the bells and whistles, your rich media ad should drive a specific action. Include prominent calls-to-action to guide users toward your goal.

Test and Iterate

Try out different ad formats, interactive elements, and messaging to see what resonates with your audience. Let the data guide your optimizations.

Cons of HTML5

HTML5 rich media ads, like any other innovative technology, come with a set of drawbacks that publishers and advertisers should consider: page loading concerns, complexity and compatibility issues, higher skill set and cost… Many of these problems are solved by NEXD, enabling users to create interactive rich media creatives without the need to write a single line of code.

Rich media opens up a world of possibilities for creative advertising. Need some inspiration? Check out these top 10 rich media ad examples from major brands.

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