Banner Ads Rich Media, Richer Response (1,251 words)
Rich Media Works
In March, @Home Network, a Redwood City, CA-based provider of broadband cable Internet access, and processor manufacturer Intel released the results of a a five-month broadband advertising research study. The campaign found that rich-media advertising significantly increases brand recall 34-percent higher than the average for narrowband GIF ads. More importantly for direct marketers, those who clicked spent between 30 seconds and five minutes interacting with the ads. Another recent study by Wired Digital and research firm Millward Brown Interactive found that the three participating advertisers realized a 340-percent increase in clickthrough with rich media.
What kind of strategies and offers work with rich media?
1. Banner-contained secure e-commerce. Audio Book Club conducted a rich-media advertising campaign using @Home's Enliven technology in December that allowed Internet book-lovers to instantly take advantage of its control offer: ordering four audiobooks for a penny. Buyers could complete secure transactions through the ad without leaving the Web page.
2. Instant print fulfillment. Amazon.com ran a co-branded ad that offered readers an instant excerpt of Tom Wolfe's "A Man in Full." The excerpt was printed via Enliven's HardCopy technology, co-developed with Hewlett Packard, allowing users to print the excerpt on any printer.
3. Graphical product previews. Four Points Digital designed an ad for the online-subscription service of Encyclopaedia Britannica that allowed a preview of the reference's amazing graphics ability, in addition to its well-known textual expertise.
After intriguing readers with rich-media banners that allowed them to choose a topic of interest, Encyclopaedia Britannica then jumped interested consumers to a one-page site with drop-down menus and that allowed a full rich-media preview complete with archival video and audio enhancements.
Says DeNunzio, "The great part of the Web for Encylopaedia Britannica is that people can experience it before they purchase it. Using the Web is the way to get people involved in the product itself."