Rich media ads offer more than the status quo. The format they work within and the engagement and personalization they guarantee are way beyond what one can expect from other types of ads. Many rich media example highlight that incorporating multimedia elements, animations, and user interactions can capture attention, improve engagement, and drive higher conversion rates.
As customers are getting bombarded by ads online, banner blindness has become a common concern. It occurs when customers consciously (or subconsciously) overlook banner-like information, rendering traditional ad formats less effective.
To combat this challenge, advertisers are increasingly turning to rich media ads, which offer a more engaging and interactive experience that captures the audience’s attention and encourages them to interact.
But, what exactly are rich media ads and how are they different from other ad formats? Here is all you need to know: –
What are Rich Media Ads?
Rich media ads are a type of digital ads that include interactive features and multimedia elements, such as video, audio, and animations. Unlike standard display ads, which are often static, rich media ads create a more engaging user experience.
Key Differences Between Rich Media and Standard Display Ads
While both fall under the umbrella of digital advertising, rich media and standard display ads differ from one another. Here are five key differences between rich media and standard display ad formats: –
Interactivity & Engagement
Rich media ads are interactive, allowing users to engage with the content through various actions. A typical example of rich media ads using interactivity is the mobile interstitials, often found in games and mobile apps. These ads let users play a small snippet of the game, giving them a “try it before you buy it” experience.
More Room for Creativity
The recommended file size for standard display ads is 250 KB, which helps maintain page load speed. This file size constraint limits creativity and functionality. Rich media ads, on the other hand, have a more generous 2.2 MB file size limit. The higher file size allows more room to create unique and engaging ad experiences.
Improved Performance Metrics
Unlike static ads, using rich media ad creatives gives brands access to information about the performance of their campaigns. It also provides more information about user behavior, making it a valuable tool for ad optimization.
Higher Visibility & Better CTR
The engaging nature of rich media ads leads to higher visibility on digital platforms. Users are more likely to notice and interact with these ads, resulting in better CTR compared to standard display ads, which often suffer from banner blindness. In fact, an Adform study has found that rich media ads deliver 267% more CTR than standard banner ads.
File Size & Format Flexibility
Traditional display ads are limited in size and format, often restricted to static images or text. Rich media ads, however, offer greater flexibility with larger display sizes and support for various multimedia formats. This flexibility allows advertisers to create unique and engaging branding experiences.
Rich media ads offer a powerful way to captivate audiences and drive engagement. They can deliver superior results compared to traditional display ads, owing to their creativity, interactivity, and advanced technology.
To further streamline the creation of compelling rich media ads, you can consider using a display ad maker, which ensures your brand effectively captures the audience’s attention. An additional benefit of an advanced ad-builder platform is its feature to create programmatic display advertising of social media posts. This further assists advertisers and brands in making their digital marketing campaigns successful.