With digital advertising permeating every corner of the internet, consumers are starting to experience ad fatigue, particularly when ads interrupt the user experience.
Recent studies have found that digital ads have a lousy reputation with users; from pop-ups and interstitial ads interrupting the browser experience to remarketing following users from site to site, people are becoming increasingly frustrated with ad campaigns.
However, for most digital publishers, online advertising is an essential part of their monetization strategy. So how can we explain the gap between online advertising’s negative reputation and the undeniable ability for it to drive revenue?
The answer lies in the types of advertising presented to users.
83% of people agree with the statement, "Not all ads are bad, but I want to filter out the really obnoxious ones." Furthermore, 77% agree with the statement, "I wish there were a way to ad-filter instead of ad-block completely."
Hier kommen neuere Anzeigenformate wie Rich Media-Anzeigenformate ins Spiel. Da Verbraucher ausnahmslos der Meinung sind, dass Pop-ups nervig sind und Bannerblindheit mittlerweile eine allgemein anerkannte Tatsache ist, helfen Rich Media-Kampagnen Werbetreibenden dabei, Markenbekanntheit aufzubauen, den ROI zu steigern und letztlich das Werbeerlebnis für alle Beteiligten zu verbessern.
What Are Rich Media Ads?
As the name suggests, sophisticated rich media ads focus on interactive elements and dynamic visuals. Rich media ads are designed to grab the audience’s attention and drive customer engagement by utilizing a mixture of text, images, audio, video, animations, and other elements. Moreover, they offer advanced features that can adapt to the visitor's device; they can widen if the user clicks on them, hover over content, or change the position of the ad campaign on the page.
Rich media ads offer dynamic creatives, giving consumers the user interaction they crave in an increasingly ad-saturated online environment.
Rich Media advertising offers the following elements:
- Im Gegensatz zu herkömmlichen Displayanzeigen mit statischen Bildern und Texten liegt der Schwerpunkt bei Rich Media auf Audio- oder dynamischen visuellen Elementen.
- Sie sind interaktiv und geben den Verbrauchern mehr Handlungsfreiheit. Für die Wiedergabe von Video- oder Audioinhalten ist eine Benutzerinteraktion erforderlich.
- Sie können Gaming-Elemente enthalten und sind daher perfekt für In-App-Werbung auf Mobilgeräten geeignet.
- Sie sind mit Java, Javascript und HTML5 kompatibel, sodass sie auf jeder Website und App verwendet werden können
Rich Media Ads vs. Standard Display Banners
Now that we have looked at some of the key elements of the rich media ad format let’s discuss how they differ from standard display banner ads.
Laut Google sind die Hauptvorteile von Rich Media-Creatives gegenüber Standard-Display-Creatives die folgenden:
- Eine ansprechende Benutzererfahrung, die zu einer höheren Interaktionsrate führt
- Höhere Conversions, Klickraten und Ansichtsraten
- Rich Media Tracking-Systeme bieten bessere Messdaten als herkömmliche Anzeigen
Here are some of the predominant differences between the two formats.
Vorteile von Rich Media-Anzeigenformaten für Publisher
Medienanzeigen mit vielen kreativen Elementen bieten Herausgebern viele Vorteile.
They are Creative and Dynamic
By their very definition, ads that employ rich media are creatively ‘rich.’ Furthermore, due to the increased data analytics available with rich media technology, they are dynamic, allowing advertisers to target specific segments of their audience via location or browsing behavior.
They Drive User Engagement
Rich-Media-Displaywerbung fördert nachweislich die Kundenbindung, indem sie den Betrachter zur Interaktion mit der Anzeige anregt. Laut eMarketer übertreffen Anzeigen in Rich-Media-Formaten herkömmliche Banneranzeigen um unglaubliche 267 %.
They Drive Purchase Intent
Further to growing user engagement, rich media drives purchase intent, leading to greater ad revenue for publishers and advertisers alike.
Studies have shown that ads using rich media creative resulted in a 1.16% increase in purchase intent as opposed to ads using other formats, such as simple GIFS or still images.
So erstellen Sie Rich Media-Anzeigen
Decide on the Ad Campaign Strategy
As with any online advertising campaign, you will want to create a solid strategy before you start creating a rich media ad. Think about what you are advertising, who your target audience is, and how best to engage them with your interactive ads.
At this stage of the process, advertisers should decide which type of media they want to use in their ad campaign. For example, if they are using video, what will the video include? How and when will it be shot?
Creators should also plan out which ad elements will be interactive, such as a slide functions.
Create Your Assets
When creating video ads of any type, advertisers need to consider, and list, their creative assets.
Will you be using stock footage, or will you be filming the video in-house? If you are using your own imagery, you’ll need to hire actors, film videos, and write the text.
Choose a Design Platform
Creating and designing rich media advertising campaigns has never been simpler with a range of Creative Management Platforms (CMP) on the market that supports HTML5 technology.
Herausgeber sollten ein CMP auswählen, das am besten zu ihrem Budget, ihren Designfähigkeiten und ihren Rich-Media-Inhalten passt.
Schalten Sie Ihre Anzeigen und messen Sie die Ergebnisse
Once you have created your ad, now is the time to run your campaign. Ads using rich media run on social media platforms such as LinkedIn, Facebook, and Instagram, along with search engines.
Rich media advertising offers access to a range of granular data so advertisers can see what’s working and use it to tweak their campaigns.
Advertisers can track video and audio plays down to the finest percentage value while analyzing users by demographics to better understand their target market.
Wo Sie Rich Media-Anzeigen erstellen können
HTML5 gives publishers the technology they need to create ads with rich media. There are several tools and platforms that allow advertisers to create rich media campaigns that drive users’ engagement and increase their click-through rate.
There are several options out there for people with little design knowledge to create a rich media ad. Some platforms that support HTML5 rich media ad creatives include:
- Bannerflow
- Leinwand
- My Banner Maker; and
- Google Web Designer
Für Werbetreibende, die sich mit der Gestaltung von Displaywerbung auskennen, ist Adobe (oder Gimbal) möglicherweise die bessere Wahl, da es erweiterte Funktionen zur Verfeinerung ihrer Rich-Media-Werbekreationen enthält.
Rich Media-Anzeigenformate
Mehrere Anzeigenformate eignen sich für das Rich Media-Format.
Rich Media Banner Ads
Banner ads are the most widely used canvas in online advertising. This is primarily due to their positioning at the top of the page, which leads to high viewability and less load time. By replacing standard banner ads with rich media banner ads, advertisers can increase ad engagement and click-through rates. A study by Adform found that while CTR for static banners was 0.12%, those for rich media ads were 0.44%—267% higher.
Merkmale
- Kosten pro Impression – Mittel bis hoch
- Low loading time
Rich Media Interstitial-Anzeigen
An interstitial ad is an ad that covers the entire screen at natural transition points as the user scrolls through the page content. Due to interstitial ad placement, they are impossible to miss, and they support HTML5 technology. In addition, their use in gaming apps encourages viewers to interact with them, making this ad format the perfect match for a rich media ad.
Merkmale
- Kosten pro Impression – Mittel bis hoch
- Sichtbarkeit – Hoch
Rich Media Expandable Ads
Rich media expandable ads are multi-directional ads; ad expansions occur when user-based triggers occur, such as hovers, clicks, or taps. As opposed to static display ads, these ads are intriguing to users, ultimately leading to high CPMs.
Merkmale
- Kosten pro Impression – Hoch
- Sichtbarkeit – Hoch
Rich Media Pushdown-Anzeigen
Das Pushdown-Anzeigenformat ähnelt dem erweiterbaren Anzeigeformat. Allerdings werden diese Anzeigen nur in eine Richtung erweitert, nämlich nach unten. Die Anzeigen erscheinen als Teaser oder Vorschau auf der Webseite, verbergen den Inhalt jedoch nicht vollständig, was zu einer hohen Sichtbarkeit führt. Die Ladezeit kann jedoch recht lang sein.
Merkmale
- Kosten pro Impression – Hoch
- Sichtbarkeit – Hoch
- Loading time- High
Rich Media Ads: Best Practice
- Formulieren Sie Ihre Botschaften präzise und direkt, genau wie bei Textanzeigen.
- Für Werbetreibende, die zum ersten Mal von statischen Anzeigen auf Rich Media umsteigen, ist es wichtig, die Präsentation an Ihr Markenprofil anzupassen, um die Markenerinnerung zu fördern.
- Versuchen Sie, Ihre Dateigrößen so klein wie möglich zu halten, um die Seitenladezeiten gering zu halten
- Consider creating different versions of your rich media ad to target specific audiences according to demographics, language, and geo-location
There is no doubt that compared to standard ads, rich media ad formats are an increasingly attractive choice for publishers looking to extend their digital advertising reach.
Rich media offers an increased user interaction rate, maximizes advertisers’ ROI on ad spend, and ultimately creates a richer experience for everyone in the digital ecosystem.
Wenn Ihr monatlicher Werbeumsatz mehr als 2.000 US-Dollar beträgt, kontaktieren Sie uns noch heute, um mehr darüber zu erfahren, wie Publift Ihnen dabei helfen kann, Ihren Werbeumsatz zu steigern und den auf Ihrer Website oder App verfügbaren Werbeplatz optimal zu optimieren.