Power of Creatives: Benefits of Rich Media Marketing

One of the most exciting developments in programmatic advertising is the rise of rich media ads, which offer enhanced engagement and interaction with consumers.

Brands and marketers constantly seek ways to stand out and capture their audience’s attention and have to try and test various ways to achieve that.

But what exactly is rich media advertising, and how can it transform your marketing efforts? In this article, we’ll dive deep into the benefits that rich media brings to the table and discover what types of ads exist within rich media and how best to use them.

What is programmatic advertising?

Before delving into the advantages and role of programmatic rich media ads, it’s important to understand the basics of programmatic advertising. Programmatic advertising is the automated buying and selling of ad inventory through real-time bidding (RTB) platforms. It allows advertisers to reach their desired audience at the right time and on the right websites. If you want to learn a bit more, you can read a thorough guide on programmatic advertising from this article.

What are rich media ads & why are they important?

Rich media ads are interactive and engaging ad formats that go beyond static images or text. They often include videos, animations, or interactive elements that encourage users to interact with the ad.

The benefits of rich media ads are:

  • Increased engagement and interaction
  • Better storytelling abilities
  • Great impact measuring
  • Higher CTR’s
  • Improved brand recall
  • Greater creative freedom

Rich media is designed to engage. Unlike static ads, which may only capture basic clicks, rich media invites users to interact with content more meaningfully. This can include anything from hovering to uncover more information to participating in a mini-game or watching a video. With animations, videos and interactive elements, rich media ads allow for a creative journey that unfolds for the user in an engaging and immersive manner. This creates the potential for increased dwell time and, when users spend more time with your ad, brand recall and the likelihood of conversion improve significantly.

Where can you use rich media 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.

Imagine a rich media ad that not only showcases a product but also allows users to virtually try it on. With a few taps on their mobile device, users can see how a pair of sunglasses would look on their faces or how a piece of furniture would fit in their living room. This level of interactivity not only enhances the user experience but also increases the likelihood of conversion.

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.

What are the different types of rich media ads?

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

Infeed Ads – are the most common ad type that appears inside of content feeds. They are part of the page flow and scroll along just like rest of the content.

Interstitial Ads – are fullscreen ads that overlay the content to demand the user’s attention. It’s a fullscreen creative for maximum impact.

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 – are creatives that can be used in different desktop and mobile sizes. It takes one set of assets and automatically creates multiple ads in different sizes.

Video & VPAID Ads – VPAID ad is an IAB standard that allows a video ad and a video player to communicate with each other.

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

Successful programmatic rich media advertising

To make the most of programmatic rich media ads, advertisers should follow best practices and implement the following strategies:

Best practices for ad creation

When creating rich media ads, it is crucial to focus on storytelling and creating engaging experiences. Advertisers should consider the context in which the ad will be displayed and tailor the content accordingly. Additionally, testing different creative variations and analyzing performance metrics can help optimize ad effectiveness.

Optimizing ad placement and timing

Ad placement plays a vital role in programmatic advertising. Advertisers should carefully select websites and platforms that align with their target audience and campaign objectives. Additionally, considering the timing of ad delivery can further enhance campaign performance.

How does the cost of rich media advertising compare to traditional digital advertising formats?

The cost of rich media advertising typically exceeds that of traditional digital advertising formats due to you needing to hire a design and coding professional to make it. The elements of the ad include interactive elements, video content, and advanced tracking capabilities which can add premium fees when running. These features require more sophisticated design and development resources, leading to higher production and potentially higher placement costs. However, these issues can be avoided by using Nexd.

In conclusion

Programmatic rich media ads have brought a new dimension to digital advertising. With enhanced engagement, improved targeting capabilities, and transformative potential, programmatic rich media ads are changing the way brands connect with their audience. By understanding the basics and overcoming the challenges, advertisers can learn to use programmatic rich media ads to drive better results and achieve their marketing objectives.

Sign up for a free 14-day trial to make your own rich media ads here.