HTML5 ads are a big deal for brands and marketers, and will require designers, developers, producers and rich media advertising providers to get up to speed with all the advantages this new core language can offer. The boundaries of what can be created in a digital campaign are rapidly disappearing. It is an exciting time to get into the rich media game. Rich media ads are a format of online advertising that involves a combination of multiple types of rich media, such as text, images, video, animation, audio, etc.
These ads are dynamic in nature and can be triggered by user behaviour or actions on the website. The intention of rich media ads is to make traditional banners more interactive. Although rich media ads were first introduced in the late 1990s, they began to gain popularity over the last decade, serving as a new way to gain user attention and increase engagement. The ability to adapt to device and user activity is a crucial distinguishing feature of rich media ads.
Specifically, they can scroll when the user scrolls, change position on the page based on user activity, expand when the cursor is touched, rotate, etc. Combined with the ability to combine multiple formats, rich media ads are able to provide a more entertaining and positive user experience, leaving a lasting impression. Let's look at the main differences between rich media ads and standard banners. Standard banners are static, while rich media ads are dynamic and able to react to user actions.
Standard banners are limited to using only text or image. Rich media ads also support all other media types. While static banners are usually limited to a maximum size of 200 KB and are based on. GIF as the main format, rich media ads are larger in size and support several different formats.
Unlike traditional banners, rich media ads are compatible with all modern web technologies, such as HTML5, Javascript and Java. Every year rich media ads are becoming more popular among advertisers, while traditional static banners are losing their market share. Therefore, the ability to serve rich media ads can significantly expand the demand for your advertising inventory and the number of advertisers interested in buying your ad impressions. The introduction of rich media ads typically allows advertisers to improve CTR significantly.
While the actual results will largely depend on the quality of your rich media ads, targeting settings and a few other factors, typically enabling dynamic and interactive ads on your website results in a CTR improvement of 20-25%. As mentioned above, using rich media ads allows you to collect much more ad performance statistics compared to static banners that are limited to CTR only. Dynamic ads can be a source of multiple types of metrics based on user interaction with the banners, such as time viewed, conversion rate, expansion rate, etc. All of this data can and should be used to improve the ad sales strategy and make adjustments to maximise your CPM.
The fact that rich media ads support combinations of different media makes this format much more suitable for the creation of original and unique ads. This is an advantage for advertisers looking for better performance in terms of customer engagement and view-through rates. There are multiple tools and platforms that make it easy for publishers and advertisers to create rich media ads. Making rich media ads part of your ad inventory would be a smart move if you want to increase demand for your ad inventory and improve the performance of your ads.
But the actual effect of integration will depend largely on the quality and how the ads are designed to interact with your audience. The availability of advertisers willing to place your interactive ads on their websites will depend on the choice of media ad networks and other platforms you use to sell your ad inventory. Download your banner as an animated GIF, MP4 or HTML5 file. Rich media ad serving helps improve advertising reputation and helps businesses get a better return on their advertising investment.
The result is a banner that offers a nice, short presentation of your product, without the need for the user to leave the page and go to another website. One of the main advantages of using rich media ads is that you can track performance through very detailed analytics. Rich media ads can require a considerable amount of time to design and create, but when you consider the benefits, it is well worth the extra effort. Rich media ads go a long way to making the Internet a more interesting, fun and worthwhile place to be.
You have probably seen a banner floating on a web page or expanding the moment you hovered your mouse over it at least once in your internet life. In other words, rich media technology turns your ads from a bull horn, a one-way communication, into a walkie-talkie, allowing your audience to participate. Since the early 2000s, when the digital advertising market began its exponential growth, the volume of banner ads that Internet users are exposed to on a daily basis has continued to grow. Using expanding banners to present the benefits of your product or promotion is a sure way to attract attention.
The possibilities to build rich media banners for desktop or mobile ads and to creatively surprise people surfing the Internet are virtually endless. On average, rich media ads that include a video lead to a 1.16n increase in purchase intent. HTML5 allows you to create dynamic rich media ads that adapt to browsing behaviour, location, purchase history or any other data you want and have access to.
