Instead of pop-ups, there are ads that load discreetly and only show their content when clicked or when the mouse cursor comes into contact with them.
So, when creating your campaigns, always put creativity first, while still respecting the user's freedom to decide whether or not they want to view your ads.
Why invest in rich media?
“That’s cool, Neil, but it seems like these ads are expensive to invest in. What advantages do they offer for a relatively high investment?”
I really like that saying that goes “if you think it’s expensive to pay for a good professional, try hiring an incompetent one”.
More or less along these lines, I consider it very worthwhile to invest a little more in rich media, because, in the end, the financial difference is not that much.
So, for a cost that is not as high as traditional media, you can enjoy the advantages that only this format can provide. I will highlight five of them below.
Rich media format is customized
One of the wonders of digital marketing is that it allows you to reach the right people at a lower cost.
In interactive media, this potential is multiplied, as its extremely detailed metrics enable even more precise segmentation.
You can monitor ads accurately
It's one thing to know how many people viewed your banner, it's another to know how many hovered over or clicked on an ad to see it in an expanded version.
With rich media, you have much more accurate metrics that allow you to measure your results with much greater precision.
Rich media doesn’t need to (and shouldn’t!) be invasive
Nothing is worse for the browsing experience than an ad that suddenly takes over our screen without us expecting it, do you agree?
This problem ends with interactive media, as the user only sees advertising when they want and in the way they see fit.
Have multiple formats in one
Additionally, rich media allows you to explore multiple paid media formats simultaneously in a single campaign.
Why have just one banner when you can have videos, games and questions all at the same time?
HTML5 is all you need
To create campaigns and ads in interactive media, you just need to understand a little HTML5 language.
To do this, simply download Google Web Designer, an intuitive editor with commands very similar to those of the most well-known image editors on the market.
5 examples of rich media
Nothing like practical examples to better understand the value of a new format, right?
1. Intel
To showcase the features of its new notebook, Intel invested in a campaign in which it used 3D technology and 360º videos.
Result: more than 35,000 hours of content exposure and 413,000 consumer visits to the website.
2. Narcos (Netflix)
When launching the award-winning series Narcos, Netflix found a indonesia whatsapp data very creative way to stimulate engagement: each tap on the screen triggered an animation, in which a trailer was shown.
Detail: the campaign had more than 100 variations to stimulate user interest.
3. Harley Davidson
Harley Davidson also sought to pique curiosity in the launch campaign for a new line of motorcycles, but in a different way.
In it, when clicking on the ad, it was possible to choose which of the eight models launched the user would like to know more about.
4. Mission Impossible
Imagine “entering” a scene with the iconic Ethan Hunt, Tom Cruise’s character in Mission Impossible?
That's what Paramount, the film's producer, did when it released it in theaters, in 360º advertisements, in which it was possible to interact in several scenes of the blockbuster.
5. ESPN
ESPN made a literally winning move in its coverage of NBA games, the powerful North American basketball league.
The idea was simple and brilliant: each game ad banner would turn into a scoreboard at the time of the match, displaying the result live.
Useful and extremely interactive!
Conclusion
Your company doesn't have to be a Paramount or an ESPN to run rich media campaigns that attract and convert.
With a little training in the Google Web Designer tool, it is possible to create attractive campaigns and, what is better, fully aligned with good usability principles.