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What is Rich Media Anyway?

Easy task, at a first sight: defining what exactly can be considered a ‘rich media ad‘. It is, of course… a ‘rich media ad’, as in a display ad taken one step further. Surely, this is not a definition. But it was pretty much all I could gather – from people who work in the online advertising industry and especially agencies. – Ad Operations Daily – What is Rich Media in an Online Advertising Context?

You may have heard of rich media when reading about how to advertising your business website.  Ad Operations Daily has some good information on what classifies rich media and we also covered the topic in:

Rich media ads can be very effective (and usually more expensive) in advertising your products and services, but understanding what rich media is and is good for will increase your return on investment (ROI).

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Internet Strategy Forum Summit – End to End Marketing: A Fundamental Shift

Presented by Nancy Bhagat, VP Sales & Marketing Group, Director Integrated Marketing, Intel

Cost of media is low per person, but is unfocused.

There is a 300% growth rate in timeshifting TV.  But TV is not media, it’s a delivery.  Video will continue to exist, just in different places through different delivery strategies.  Behavior has changed in how people interact with ads.  56% say skipping ads is important part of timeshifting.

Technology is no longer about who is tech saavy and who is not anymore.  It is about the desire to purchase.  80% turn to Internet for information to make a purchase decision. Our targets are online.

People are looking for a person like them, but they don’t need to see or know them directly.  This is defined much differently than previously.

Great brands are no longer the brands that tell the best stories, but are the brands that have the best stories told about them. (needs source)

Power of online marketing:

  • Impact
  • Agility
  • Targeting
  • Scale

Leadership requires flexibility and focus. Online vehicles offer speed and flexibility to test multiple content types in one place and to determine what content is best.

Success metrics are shifting away from traditional impressions and CPC. The ability to evaluate success is critical.  Content is increasingly delivered through social media which is difficult to measure.  We now need to measure what matters – user engagement, behavior, movements & trends.  Data that is not actionable is meaningless.

We need to know what place people are in the buy cycle/qualification.  Data without valid business context is meaningless. We need to understand what activities are valued.  And if things don’t go well in those activities, we need to know what and why.

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