Most agencies struggle to define rich media during an ad buy, often describing and prescribing the standard media counterpart instead. Many agencies claim that rich media ads will increase a brand's impact, awareness, and identity, helping win the ever-competitive battle for user attention, engagement, and experience. But they fail to mention that standard media can accomplish this too.
So if the online environments and the ad serving platforms are the same, what is all this production malarkey about?
A sensible starting point is to better understand what we actually mean by "standard" and "rich media" ads.
Standard media
The general definition of standard media varies. Some say that it includes only the GIF, JPG, and PNG image file formats. Others insist it includes the Flash movie (SWF) format too. Rather than looking at it from a file format point of view, let's say it's the complexity of the ad serving technology that differentiates standard and rich media. As a result, I would include simple Flash ads in the standard media bucket.
So what defines a simple Flash ad? It's a banner ad that can be characterized by three aspects of the ad serving technology platform:
- Basic metric tracking. This is limited to an impression counter and a single exit link (or click-through URL). Even if there are multiple exit links associated with this Flash ad, the ad server will only report on a single, generalized exit link each time.
- Restrictive file size. File weight limitations persist because the simple Flash ad is an evolution of the basic image file format and similar file weights are used.
- Limited creative development platforms. These exist because when creating simple Flash ads, you're really on your own. Your development team would have to custom code everyday features such as video and data feeds.
Done right, you would invest in an advanced reporting database to extend the metric tracking and correlate the ad serving reports, as well as a stable content delivery network to provide remote hosting for the additional file content (such as video) and an experienced development team to implement and thoroughly test the banner ads' functionality, usability, and efficiency.
Rich media
From the description of simple Flash ads, it's clear that the ad serving technology platform is the key element when it comes to defining rich media ads. As with the example above, let's focus on metric tracking, file size, and the development platform.
Advanced metric tracking -- Don't skimp on your data capture
A first-rate rich media platform allows for consistent metric tracking and data reporting. These platforms allow for multiple exit links and event tracking, with the capability of capturing more than 100 or more metrics being the standard. If you are unsure of your platform's tracking capabilities, ask. Never assume capabilities.
Superior platforms track and report many metrics as standard, leaving you with less to mull over. Reach out to your rich media vendor's campaign manager for this list during your creative's conceptual phase. The sooner you know, the better.
Ask yourself, "Are some of my banner's metrics nonessential, and will it later lead to confusion within my reporting?"
Larger file size -- The politeness of loading
The richer the banner's design, the heavier the weight, and heavy files take longer to load. Publishers stipulate "polite loading" should be used for heavier files. This allows for additional files to download after the web page has loaded, but it does mean your creative needs to be split into two parts: one "initial" portion for the initial web page download and a delay-to-load "polite" portion, which can comprise several files.
Ask yourself, "Am I using the initial load sequence to convey brand identity and message?"
Capable creative development platform -- Does what it says on the box
Know your rich media vendor's technology; understand its strengths and weaknesses. As you evaluate the platform, think about your creative team too. Are they comfortable coding and initiating bold ideas without external help? If not, choose a platform that supplements their workflow.
Don't reinvent the wheel; the best rich media platforms have ready-made Flash components and code libraries built in.
How would the platform perform if you wanted to migrate to self-ownership, and would your vendor offer training to support this transition? Dynamic ads bring CMS controlled graphic elements, video streams, and geo-targeted and localized content into a single banner ad.
Ask yourself, "Does my platform provide these sophisticated dynamics ads?"
A state of play(ability): The future is already here
Rich media advertising has always played catch up to the current mode of interactive web design. Augmented reality, real-time multiplayer, and innovative data visualizations are geriatrics of the online world.
Take a page out of the web design handbook of creativity and recognize that your rich media ad shares similar usability, syntheses, and design patterns, yet it's set apart with its extraordinary capability to display within online, offline, and mobile environments.
Consider it a macrocosmic microsite, and plan with that in mind.
Mim Gamiet is an ad operations rich media specialist for Acceleration.
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