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This was an overview deck I put together with a great deal of input from the folks at Pointroll. Hope you enjoy.
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RICH MEDIA OVERVIEW
Rich Media Definition
Rich media advertisements are defined as those with which users can interact or engage, as opposed to solely view animation
Includes such formats as transitionals and various over-the-page units such as floating ads, page take-overs and tear-backs
Types of Rich Media UnitsType Description
In-PageStandard IAB ad unit shapes that may include advanced rich media functionality, such as embedded games, animation, video, registration forms or interactive marketing brochures, and which may allow for larger file sizes
Expanding
Similar to in-page units, but they expand in size when a user moves his mouse over the ad or clicks to interact with it. Some publishers are experimenting with ads that automatically expand when the page loads, then retract after a small delay. These ads are sometimes called “push downs” or “server-initiated expandables”
FloatingAds that appear as a layer on top of the user’s current page; these are typically free-form ads that can move across the page in a variety of shapes and sizes and which may “resolve” into an in-page ad on the same page or a smaller floating “reminder” ad unit which continues to float above the page
Transitionals Also known as “between-page ads” or “interstitials,” these ads appears between one page and another as a user clicks through a site
TakeoverTakeover ads are ads that replace all or part of a publisher's web page with advertising content. They're often designed to look as if they are breaking or otherwise interacting with editorial content.
Formats | In-page (within ad unit)
Formats | Expandable and Floating
Expandable
Floating
Formats | Transitionals
Transitionals/Roadblocks/Interstitials
Format | Take-over
Takeover
CAMPAIGN OBJECTIVE
Stimulate Trial &Purchase
Advocacy
Drive Interest
Generate Awareness
Drive consumer to purchase on or offfline (e.g. direct transaction or coupon)
Enable consumers to actively engage with through social sharing and opt-in to belong to the brand (e.g. opt-in to email, share on Facebook, Twitter etc.)
Identify Objectives To Align With Campaign
Increase visibility through break-through-the-clutter branding
Pre-
Shop
(Awa
rene
ss &
Res
earc
h)Po
st-S
hop
(Sha
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Con
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e)Sh
op(P
urch
ase
Decis
ions
)
Build Consideration
Provide rich content to inform or educate
Loyalty
Rich Media Depends on Objective(s)
Branding as single objective
Multiple Objectives
DR as single objective
Most rich media campaigns have some aspects of BOTH branding and DR
Creative should be constructed to prioritize that key performance objectives
Combining branding and DR components diversifies consumer touch-points
Objective: Awareness
Best Practice Advice for Brand Awareness
Keep It SimpleIf communicating a key message about the product or the brand is an important objective of the campaign, then state it clearly and elegantly and don’t ask too much more from viewers
Maximize the amount of logo presenceVarious research, such as Marketing Evolution’s “The Five Platinum Rules to Online Advertising Creative,” has shown brand awareness generally improves when the ads feature the company’s logo prominently throughout as much of the ad’s animation as possible
Objective: Awareness Use eye-catching and clutter-
breaking creative
Employ page takeovers or interstitials
Maximize the logo
Create a memorable experience for the consumer
Rich Media Are Effective In Driving Message Association
Ensure the brand communication is clear
If ad includes multiple panels, feature options within the banner to put the consumer in control of what they want to experience
Keep the call to action− Specific− Easy to find/large enough to read− Uses “rollover” (vs. click to
expand)
Regardless of banner animation, the option to rollover to expand should always be available
Objective: Awareness | Nutro Dog Food Example
Provides information without overwhelming
A simple panel, no other interactive element incorporated
Creates an effective message association “Real Results Are Seen Not Said”
Objective: Interest And Consideration
Best Practice Advice for Interest and Consideration
Adding interactive features to rich media ads (which can range widely, including quizzes, forms, games, expandability and on and on) can have an effect on interest and consideration
Objective: Interest And Consideration
Include multiple activities (quiz, poll, messages, videos, etc.) within the ad
Allow consumers to interact and create a unique experience for themselves:- Interactive game to learn more about
the characters, storyline, etc,
- Ability to view multiple videos unique to online (in addition to just the TV promo)
- Personalize the message
- Include a quiz/poll questions with real time results.
Objective: Interest And Consideration Example Iams
Pet Food
Interactive elements that educate consumers on natural ingredients
All ingredients must be added in the blender in order for the consumer to reach the special offer
Provides brand benefits and a direct response mechanism through coupon
Objective: Interest And Consideration
Example Friskies Cat Food
Promotion integration for the new iPad App
A Live Feed of Cat vs. Human leaderboard
− Leaderboard displays the number of points earned by cats and humans while playing the game
− Cats swipe the iPad to get the Friskies treats, for each successful catch, cats get points
Drives consideration by landing consumers on the website to deliver deeper engagement and education
Objective: Interest And Consideration
Videos Enable Engagement In Rich Media Units
Strive for more than just recycled TV spots Consumers prefer to see the online medium as something more original, engaging, amusing
The best in-ad video campaigns integrate the video into the overall creative to
tell a story, demo a product, or otherwise communicate the brand message
Video Best Practices For video, include a “loading”
message that appears as the video streams in− Users with slower connections will
know the video is coming soon
Use video player controls – pause, play, and volume scrubber – for optimal usability
Set video to auto play upon user rollover whenever possible
Include compelling, relevant call to action after video completes – either on the final video frame or with static “art card”
Objective: Interest And Consideration Example
FRESH STEP
In banner video drove education and consideration around Fresh Step and A&H
Brand incentivized participation by featuring pet video in the commercial
CTA drove consumers to YouTube deepening engagement with the brand
Objective: Trial And Purchase
Best Practice Advice for Purchase and Trial
Employ functionality such as coupons, sweepstakes and data collection
Consider fewer ad panels with concise content and clean calls to action
Drive purchase intent by delivering locally relevant product, pricing and availability
Objective: Trial And Purchase
Include clear call to action for coupon/sample/sweepstakes within the ad
Educate consumers and qualify them quickly for the offer (e.g. enter email, share with a friend etc.)
Rule of thumb – how much time does it take the consumer to qualify for the coupon/sample?
Objective: Trial And Purchase Example Tidy Cat
Litter
Main objective is trial/purchase Clear CTA, single panel Quick path to download coupon Email opt-in for post-purchase
conversation
Objective: Trial And Purchase Example Fresh And
Light
Brand utilizes dual objectives of awareness and trial
Floating ad units are clutter breaking
“Save $1 now” provides consumers tangible benefit in terms of saving
Such CTAs can drive higher conversion rates
Objective: Trial And Purchase Spotbot Example
Main objective is to get consumers to download coupon
A simple panel, no other interactive element incorporated
Consumers expand by rolling over the unit and arrive at the coupon
Objective: Loyalty
Best Practice Advice for Loyalty
Rich media data collection functionality can also be used to capture opt-in emails for remarketing and lead generation
Offer interesting content/information to generate interest in email opt-in
Objective: LoyaltyExample Campbell’s
Collect data from consumers easily− Include interesting information
giving consumers a reason to opt-in for email
− Allow consumers to submit information in ad-unit without leaving the page
Objective: Advocacy
Best Practice Advice for AdvocacyExponentially spread the brand message with social sharing and send to friend
Integrate branded communities within rich media units, which recruits users to join while mirroring functionality of a social networking site
Create Widget Ads that enable consumers to their blog or social network of choice
Objective: Advocacy
Every media impression is a potential advocate− Enable sharing within the ad units− Give consumers the control to
information− Leverage viral distribution to
increase visibility of brand message/offer
Objective: Advocacy Example Scoop Away
Brand created a strong message association
Funny video content made the ad share-worthy
Enabling sharing in-ad made the experience frictionless while making each impression a potential advocate of the brand
Objective: Advocacy Example Pedigree
• Includes an entertaining interactive component , which encourages sharing and delivers virality
− Allows consumers to create a digital doggy avatar with dentures
− Consumers customize the voiceover by typing the text
− Consumers can share their creation on Facebook
METRICS
The Metrics Trade-offFocusing on one key objective is more likely to produce a higher impact for that one objective, but this usually comes at the cost of the other
There are many uses for rich media and focusing on one element (ex. coupon) is not always the right path when trying to diversify consumer touchpoints
Branding Impact
Objectives SpectrumBranding Direct Response
DR Impact
Metrics
Branding Impact DR Impact
Click-Through Rate
Definition: Percentage of impressions that resulted in the user clicking through to a landing page
Give consumers a clear reason to click by focusing on a strong call-to-action within the banner or panel
Entice users to click by starting an activity within the ad and finishing it at the site
More intrusive formats such as floating units/page takeovers commonly result in much higher CTRs
Action Rate
Definition: Percentage of Interactions that incurred an additional activity
Interaction is the first step to conversion, Action is the second; users must have a clear and enticing course of action to say “yes” to
Supply the user with enticing second-steps; such coupon download or learning more
Brand Time
Definition: the average amount of time user’s interacted with the ad
Provide a tool to sustain user engagement within the ad-unit such as a product selector or data entry form
The right feature presented to the right audience can result in Average Brand Times of over 1 minute!
Interaction Rate
Definition: Percentage of users who interacted with the ad-unit in some way
Make it easy and persuasive. “Watch this video/Rollover for recipes”
Give a preview in the banner of what’s to come in the panel
Keep it simple. Display advertising has a limited amount of time and space to persuade
Objectives SpectrumBranding Direct Response
Rich Media and Branding Effectiveness
In addition to the metrics discussed above for tracking direct consumer interactions with the ad units, online marketers often use survey techniques to measure the brand impact of their ads Metric Description
Online Ad Awareness
Also known as “ad recall,” whether consumers remember seeing a company’s advertising campaign
Unaided or aided brand awareness
The extent to which consumers think of or recognize a company’s brand, with or without prompting
Brand Favorability The extent to which consumers perceive the brand positively
Message Association
The extent to which consumers attribute characteristics to a company or product that were the subject of the ad campaign
Purchase Intent Likelihood that consumers will buy the advertiser’s product or service any time soon
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