It's no secret that customers who have
had positive experiences with a brand are more likely
to continue to purchase than people who have never  interacted
with that brand before. Rich media gets consumers involved,
creating an interaction, or Brand Experience as some might
call it. Rich media banner's inherent strengths is the
ability to present a detailed message and let consumers
immerse themselves in your products and brands in that
given space when consumers choose to.
"Rich content ads we've done have allowed users,
without leaving the ad, to view multiple video clips,
watch "Director's Cut” scenes, download wallpaper
,screen savers or ringtones, voting, request email follow-ups
or, even subscribe to a magazine," Fabian Looa
of Innity Sdn. Bhd. says. "We've seen fun ads from
other agencies that let users create their own drawings
and post them to friends or send messages directly to
cell phones."
What's
really Rich about Rich Media Banner
But what's rich about rich media ads, besides being
able to provide a Rich Brand Experience, also provides
a much better opportunity to accurately measure the
effect on the target audience. According to Fabian,
the Multi-tracking standard which Advenue Rich Media
provides not only facilitates the authoring and trafficking
process, but makes reporting easy and reliable.
Metrics such as length-of-interaction with a particular
rich-media ad banner unit can be used to better understand
how a particular rich ad affect brand awareness and
purchase intent. "Much of our in-house development
focus has been on streamlining the trafficking function,
especially when it comes to rich media," says Phang,
CEO and Technical Director of Innity Sdn. Bhd.. "The
Advenue Rich Media has testing and deployment tools
that automate the most time-consuming rich-media trafficking
tasks. This makes rich-media campaign easy to manage
and traffic like a standard banner campaign."
Advenue Rich Media is Innity's Rich Media Platform
system, leveraging the power of digital marketing services
and creative technologies to drive measurable results
for advertisers, marketers and publishers alike.
|
