Rich MediaKatie Tomaino

What is Multimedia?

• Multimedia: the presentation of text, graphical images, moving images, and sound in a single package to create an effect greater than the sum of the parts.

What is Rich Media?

• Rich media = the maturation of multimedia

• Can be basic (the use of a visual) or more advanced (interactive video)

• Communicates the content without leaving the current page

Rich Media & Banner Ads

• Rich media has breathed new life into banner ads

• Banner ads are becoming more social, and more interactive

• Rich media is better at getting attention

Why does Rich Media exist?

• Static banners yield a click-through rates of less than 1%

• The lower the CTR, the lower the revenue the ad brings in

• Websites are now offering larger, more creative units in hopes of generating more impressions, which would allow them to make a larger profit

Potential Cons of Rich Media• Greater cost – both for placement and creative

• Must be compatible with the website – can create extra work

• Interrupts Internet browsing, might upset the audience– Some might install filters

How is it Measured?

• Rich Media is not measured in click-throughs because click-throughs are not always necessary to experience the content• Visitors experience the media in the ad without

leaving their current content• No real uniform standard for measuring• Can be measured based on particular goals

http://www.youtube.com/watch?v

=4ZyVZ0Di0cg

Where is Rich-Media going?

• Some suggest the future of Rich-Media lies in video content

• Online video advertising has increased 10-fold since 1996

• Videos are much more effective at engaging the visitor as indicated by Eyeblaster study…

Eyeblaster Study

• Studied 100 billion impressions from about 30,000 campaigns worldwide

• Average time hovering over rich media ads: • With video: 60 seconds• Without video: 30 seconds

• Proves video is worth the extra cost and investment• Showed that including a call to action in a banner or

on the still of a video player greatly enhanced the chances that the viewer will hit play to see the ad.

Rich Media & Direct Marketing

What Rich Media has to offer to DM• Improves delivery and reach• More impressions at a lower cost

than other media such as direct mailings, telemarketing, etc.

• Can be disguised as something fun, or of value to the audience

• Increased likelihood of taking in the ad or acting on it

What Rich Media has to offer to DM• According to PointRoll

benchmarks for 2008, rich media provides a 562% lift in response/return over standard ads

• Depending on the campaign, including a direct-response element increases response by 42%

What Rich Media has to offer to DM• Coupons can be printed directly

from a rich media ad• One Nivea campaign offered a $2

coupon in a rich media ad– Even after only 2 million

impressions, the rich media campaign generated 1,800 coupon prints

What DM has to offer:

• Based on data, advertisers are better able to determine:– What to offer– How to offer it– Who to offer it to

• Allowing for customizable multimedia

Rich Media and Relationship Gaps

• Works best (in my opinion) for awareness and acquisition. It reaches large, broad audiences, but can still be targeted by interests for each web placement.

• Can be used to announce offers and deals (good for sales gap).

• Can serve as brand reminders for retention.

Yahoo!

• “With more available real estate than traditional media, these ads provide the perfect venue to showcase your product or service. A flashy video? Great imagery? This is the place to do it. The expandable ad runs in current ad positions and can include nearly anything you can think of: dynamic data, video streaming, polling, interactive games, and more.” –Yahoo! on Expandable Ads

Red Bull Energy ShotExpanding Interactive• User initiated expansion• Displays video, then benefits of Red Bull

Energy Shot• Allows visitor to enter zip code

to see walking, hiking, and biking routes in the area– Potential to track zip codes

• http://public.yahoo.com/~wwwads/archives/red_bull/100602/

Quaker Oats & Yahoo! Case Study

Quaker Oats Case Study

• Quaker Oats didn’t want to be known as “Your mom’s brand”

• Hired Goodby, Silverstein, & Partners to create “Go Humans Go” campaign.

• Goal: show nutritional value and create new relevance and loyalty

• Solution:– US targeted campaign on

Yahoo! Homepage (provided a mass audience)

– Floating, animated, and interactive ad

– Ran for 2 half days, separated by a week’s time

– Media measurement by Neilsen

Quaker Oats Results

• People loved the ad• 70 million + impressions per run• Search volume went up 28% and 21%• Short-term sales impact: $1.2 Million• Quaker hadn’t done much in digital

advertising, but this proved its effectiveness.

More Examples:http://advertising.yahoo.com/inspiration/creative-canvas?title=The%20Last%20Airbender#player