Myth 2: Rich media should only be used for branding initiatives
There is a common misperception that rich media and other interactive digital formats should be relegated to branding initiatives. However, rich media can drive response by leveraging features such as data collection, printable coupons, lead generation forms, and ticket purchasing -- all from within the banner.
For example, the Pfizer Chantix My Time to Quit smoking cessation campaign featured data collection that captured thousands of emails within the banner, exceeding the number captured on the site. One.org built upon a strong video campaign by including an immediate direct response sign up within the ad, reducing the path to conversion.
The key to a successful direct response rich media campaign is understanding your response mechanism. Marketers may mistake click-through as the only direct response metric, when in fact the goal of capturing a lead, downloading information, or performing some other key response activity can be accomplished within an expandable execution. Including response mechanisms in-banner effectively brings the site conversion to the user, complementing the larger website effort.
Myth 3: Rich media campaigns are expensive, especially in the current economy
When you do the math for rich media performance, increased engagement with consumers indicates a much greater return on investment. For example:
Additionally, several publisher sites including AOL, MySpace, Yahoo, iVillage and MSN participate in provider programs that allow you to run rich media with no incremental ad serving cost when you meet a minimum media CPM. In effect, your media cost is the same whether you are running a Flash or rich media execution.
From a production standpoint, cost efficiencies can be gained in leveraging existing video, web assets, and content, or utilizing rich media provider tools that allow you to dynamically create and target interactive rich media ads on-the-fly. This saves creative teams from producing multiple individual ads, and media teams from having to traffic them.
For example, Ford Parts and Service leverages dynamically generated campaigns in real time that swap in different offers and images based on geography. The ads also include targeting and a unique click-through that drives consumers to their local dealers.
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