Is your business ready for the paradigm shift in customer communications that rich media is driving? Rich media formats have become indispensable in the era of digital advertising. Rich media advertising utilizes an amalgamation of innovative digital media formats, including audio, video, slides, images, and much more. For brands, it represents a powerful and creative opportunity, allowing ad campaigns to deliver far greater impact. Big or small, brands are loving rich media ads because of their interactivity, effectiveness, and better engagement rates. Technology has given new-age digital advertising platforms and tools, allowing them to add intriguing elements to their otherwise mundane ads.
However, understanding the options, benefits, and how exactly rich media advertising works can be a challenge for brands & advertisers. Following are the top five benefits of rich media advertising:
1. Increased Customer Engagement
Rich media is fantastic for engaging customers. When a customer interacts with a rich media ad, they’re more likely to remember the brand, ensuring greater brand recall. In an era where customers are inundated with all types of ad content, rich media can really stand out from the rest and capture a customer’s attention. Studies show that Innovative formats offered by moLotus like Showcase with different phone text & video on each slide are highly engaging. Also, the innovative Brochure format that is the combination of images, phone-text, and video has proved to be a forerunner in retaining customers, replacing plastic & paper communication seamlessly - ultimately reducing marketing cost.
2. Opportunity for Storytelling
It is quite interesting to watch how advertisers are using rich media formats for brand storytelling. Facebook and Instagram’s carousel ad feature is an excellent visual tool for telling stories and generating leads. A platform like moLotus goes beyond to enhance story-telling offering a variety of rich media formats including video, greeting, brochure, slideshow, and showcase. You can add product pictures, voice-over, and music, creating ads in the form of attractive storyboards and video messages that are delivered to customer’s mobile devices. These ads are cost-effective and interactive.
3. Advanced Performance Tracking & Analytics
Rich media advertising allows for more metrics and insights. In turn, brand & advertisers can scale and adjust their campaigns with precise knowledge of what works (or doesn't work) on their campaigns to get better advertising ROI. Metrics you can measure with rich media ads include impressions, display time, views, full-screen video completions, and more. For instance, with moLotus video ads, you can see how many people received your ad, how many watched a video or the percentage of failed delivery. Using the moLotus offered realtime tracking features, advertisers can manage, analyze, and optimize ad campaigns.
4. Driving Conversion
Rich media formats are more successful than other ad formats in driving conversion and purchase intent. On average, rich media ads that include a video resulted in a 1.16% increase in purchase intent. (Source: Epom.com). For example, the Greetings format offered by moLotus mobile advertising platform had been quite effective in cross-selling and upselling campaigns. Advertisers have been successful in getting instant conversion in the form of purchase via moLotus automated campaigns for events like birthdays, anniversaries, reminders, and festivals. Rich media formats have been the backbone of such campaigns.
5. Higher responsiveness
Rich media ads have videos or images and call to action from users. This makes them more responsive and adaptable to any size screen, which means that more users can engage with these high impact ads. Marketing platforms like Facebook, Instagram, etc. have introduced some basic media formats like images, audio, videos, GIFs, etc. adding limited interactivity. However, moLotus mobile video advertising platform has gone steps further in introducing highly responsive and goal-based ad formats. Formats like Slideshow, Brochure, Greetings, Videos, etc. are good for educative communication, allowing brands to demonstrate their products or services to customers in any way they want. Best of all, the high impact moLotus video ads could be up to 2 minutes long, having excellent responsiveness, and works on all kinds of phones without any app or active data.
Conclusion
The rich media ads have outperformed traditional ads with increased conversions, click-through rates, and impressions. Research has shown that direct marketing platforms like moLotus have championed the rich media advertising by introducing innovative formats and paved the path of digital transformation with high-margin revenue generation for brands. Now It’s your turn to get benefitted out of rich media and maximize advertising revenues.