Rich media ads offer a host of performance metrics. These metrics can include click-through rates, dwell and expansion rates, average view time, completions, pauses, rewinds, and mutes. These ads also offer better user experience. They don’t interrupt the user’s browsing experience, and they look eye-catching. Rich media ads can be used with monetization partners. To learn more, read on. We’ve listed a few advantages and disadvantages of rich media ads.
Rich media ads are more interesting than standard banners. They can catch the attention of consumers and help marketers target specific audiences. Since different groups of consumers engage differently with different types of media, marketers can use this to their advantage. A video banner, for example, can be used as a background, or a part of HTML5 animation. In addition to catching the attention of users, rich media ads are also more appealing to site owners who wish to improve their ad revenue.
The benefits of using rich media are multiple. Rich media content can serve as a standalone piece of content or complement keyword-rich content. It can be more engaging for your prospects because they can interact with it more effectively than text. Including images and videos will help you earn more search traffic and improve key engagement metrics. Rich media can also benefit visually impaired readers by providing alt text. The purpose of this is to let search engines understand the purpose of the images and videos.
Rich media ads offer high CPM rates, which means they produce more ad revenue. Rich media ads can appear in-between web page content or on the side of the page as different kinds of banners. Rich media ads are best suited for publishers with videos and other media-rich content. Despite the complexities of the format, rich media ads offer benefits to both publishers and advertisers. And publishers can now offer better UX for their video content.
Among the most notable examples of rich media ads are interstitial ads. These are full-screen ads with interactive elements. They are designed to appear at natural transition points. These ads are more effective than static banners because they capture the attention of users. A user can interact with the interstitial ad by clicking the interactive buttons and viewing the content. Rich media ads can also respond to the interaction of other users. And because they’re interactive, rich media ads are a great way to increase brand loyalty.
In addition to these benefits, rich media ads are also much cheaper to produce. The HTML5 technology used by most rich media ads has made the process of creating and delivering rich media advertisements much easier and more affordable. In-house production of rich media ads allows advertisers to be agile and on-the-fingertips, and can be consistent across platforms. Creating and distributing rich media ads doesn’t require a specialist agency; all marketers can produce and manage their own campaigns using CMPs.
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