Attention Span Plummeting? How Rich Media Ads Can Help Your Campaign.
Digital Tribe LTD
Driving User Engagement with Rich Media and Strategic Media Buying
Did you know that humans have shorter attention spans than goldfish? It's true! According to a Microsoft study, people's attention spans have dropped to just 8.25 seconds over the last decade, decreasing by 88% every year.
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Back in 1994, the world saw its first banner ad, and since then, static display banner ads have been everywhere on the internet. They were a big deal until something called "banner blindness" came along. This is when web visitors started ignoring banners, even with all the fancy tools used for targeting. How could something that revolutionized advertising become ineffective? Well, it turns out that people are getting impatient, and if an ad doesn't grab their attention, they quickly move on. Banners used to be great for keeping people interested, but now they're not as effective. That's where rich media ads come in!
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What is Rich Media?
Rich media ads are like the fancy ones in town. They're not literally rich, but they're loaded with cool stuff! These ads are interactive and include audio, video, animation, text, and images to stand out from the crowd of boring ads. A study found that while regular banners have an average?click-through rate of 0.12%, rich media ads boast of an increased rate of 267%!
Think about it: we see thousands of ads every day. If they're in the wrong spot or just plain boring, they can annoy us and make us think negatively about the product. But if they're fancy and interactive, they catch our eye better. These ads look modern and well-designed. They're creative and get us interested, which means more people click on them. Plus, they give us lots of info in an easy way so we learn about the product quickly. In just eight seconds, they can tell a story and show what a product is all about in a cool and real way.
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Why Rich Media ads?
First off, who wouldn't want to feel "Rich," right? Even the name makes it sound appealing. Rich media ads are all about using HTML5 technology to pack lots of cool stuff into one ad space. You can have videos, games you can play, and even share stuff to social media including WhatsApp straight from the ad. Did you know that about 80% of people who are into creative stuff say they pay more attention during those activities? And even over half of those who are good at observing things agree! So, here are a few reasons why you should go for Rich media ads.
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1. They do a better job
One big reason why advertisers should pay attention to Rich Media ads is that they do a better job. When compared to other types of ads like simple banners, Rich Media ads perform better and can achieve different campaign goals like awareness, engagement, lead generation, survey, product education, branding and lots more. This means advertisers who use Rich Media ads can get more out of their advertising budget and make their campaigns more successful.
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2. Personalisation of ads
It's pretty obvious that different age groups have different interests, right? What appeals to Gen Z might not be as exciting for Millennials. With rich media ads, advertisers can make ads that fit the interests of each age group, making the ads feel more personal. This makes people more interested and creates a stronger connection between them and the brand.
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3. Increased performance
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Choosing the right type of ad can make a big difference in how well your campaign performs. Being seen and getting people engaged is super important now in online advertising. Reports show that rich media ads are seen better than static ones, and even some animated ones. They are more exciting and interactive, so?they are able to negate banner blindness better than static banners driving better results.?For example, while regular banners only get clicked on around 0.06-0.1% of the time, rich media ads can boost this up to at least 5% because they're more visible and engaging.
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4. Rich media helps to capture users' attention
Recent data reveals that the average person spends around 4 hours on their phone daily. Research also indicates that 86% of users see online ads on their mobile devices. This makes mobile devices the easiest way to reach users since advertisers can directly appear on their screens. To ensure users don't miss the ad, Rich Media comes in handy. It catches their attention, making the ads impossible to overlook and leaving a positive impression on their minds.
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Take away: Rich media equals good value for your money
There are many reasons why marketers should pay attention to rich media ads. Using them can potentially improve the performance of campaigns. With Rich Media?ads, you can be confident that you won't waste your money. Digital Tribe is one of the top developers of Rich Media in Nigeria, with proof of improved campaign performance and satisfied clients. Check out some of our rich media ads using the links below for a real-life experience.
Schweppes:?https://bit.ly/digitaltribeschweppes2nd
Leadway:?https://bit.ly/DT-Leadway2
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