At Ignited Minds, we recommend using rich media in your online creative campaigns as an emotive branding tool, as well as a direct response mechanism. It allows the flexibility to convey unique product offerings without having to build a landing page or a product website.
Specific strategies should be applied to each rich media campaign to determine which metrics are going to be most important in determining campaign effectiveness-- viewing a trailer, capturing names, pass along, product pre-order. Determine the right percentage amount of rich media allocation. Proceed cautiously to avoid creative wear out and consider frequency capping-- Eyeblaster studies indicate decline in clickthrough rate after four exposures.
Most importantly, think about incorporating rich media during your pre-planning stages-- not just from a media perspective but from a creative campaign one too. Develop assets early for viral dissemination and rich media ad production. Ask yourself how you can use the technologies of rich media to augment your total communications plan online. What elements can best be created for the internet or translated in a dynamic fashion?
And remember: the best thing about internet advertising is that the sky's the limit.