When it comes to display advertising there are a multitude of different formats that can be used; different dimensions, different formats, different engagement techniques. However, when it comes to producing really special, highly engaging, richly interactive ads that users will remember long after a campaign has ceased, there really is only two words to remember - Rich Media.
Rich Media refers to ads that have a much higher file size (300kb plus) then standard flash ads. They usually incorporate interactive and engagement techniques that focus on delivering in-banner content. This may be video or gaming, or any number of other interactive techniques that were once confined to websites. The downside is of course that Rich Media adserving is generally much more expensive. So you're left with a decision: do I spend more on development and adserving?
Well the question then becomes, what are the real advantages of using Rich Media when it comes to cold hard engagement metrics. Basically, how much better will I engage with my target audience if I use Rich Media?
A new study conducted by Eyeblaster reinforces the idea that video and 'expanding' are the key factors in driving increased engagement. The Global Benchmark Report 2009 shows that expandable ads have the highest interaction rate of all rich media formats. The report goes on to show that keeping content fresh by continually changing the imagry, copy and sound or video, will increase your interaction rates even further.
The report is divided into two parts: The first provides an analysis of the benchmark’s numbers in the context of a prevalent industry question. The second provides a general overview of the benchmarks and a review of changes from the last edition. The report was written based on the analysis of data from more than 250,000 ads in all sizes and formats served in the 12 months starting July 2008. The full report can be downloaded here.