Banner Ads Rich Media, Richer Response (1,251 words)
4. Lead generation. Disc Makers, a CD-ROM manufacturer, ran a successful ResponsePoint campaign on the Flycast network. In the two-step marketing effort, an e-commerce-enabled banner was used to collect e-mail addresses for marketing follow-up. Says Jon Cooper, Disc Makers' director of CD-ROM business development, "Using rich-media banners gave us results that were even better than anticipated."
5. E-mail list building. In a twist, Flycast ran a campaign for WebShopper, an online computer store. The WebShopper ads used rich media to collect e-mail subscriptions for its daily newsletter of hot deals, giving the company an ongoing opportunity to interact with prospects who have willing put signs around their necks to say they're interested in buying computer products.
Other direct marketing adaptations for the format are unlimited. As blinking, postage-size GIF banner ads lose their ability to captivate the online audience, rich media may keep banner ads viable, albeit in a transformed and enriched format. Flycast, which recently served its billlionth rich- media banner, already delivers 20 percent of its impressions as rich-media ads, compared to less than 1 percent a year ago.
Says Flycast's Lyn Chitow Oakes, "I had a discussion with someone from Forrester Research about six months ago. He asked me what I thought the rich-media percentage was going to be in a year. I said 25 percent, and he thought I was out of my gourd. Now here we are only six months later and we're already at 20 percent."
Four Point Digital's Michael DeNunzio believes that rich media is just the latest development, as online lead-generation and marketing methods become farther removed from print-based models.
"It really just takes knowing the intricacies of the Internet," he explains. "In the off-line direct marketing world, there's the 40-40-20 rule. We have the [online] 20-0-80 rule. It's 20 percent offer, 0 percent creative and 80 percent the experience of getting the consumer from point A to point B."