Reaping the Rewards of Rich Media
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Post on 06-May-2015
DESCRIPTIONA how-to for a more detailed guide to crafting your rich media ad.
1.Reaping the Rewardsof Rich MediaIf youve determined Web is Step 1: Ensure Rich Media is right for you. Howcanyouencouragethemtoclickorthe correct medium for your Questions to Consider:mouse over the ad?message, you may be ready to IsaRichMediaadtherightWAYtocarry Canyoutellthecampaignstoryinvideo?venture into the world of Rich the message? WillyoubeabletoengageuserswithMedia advertising. In four simple Canyourtargetaudiencebeengagedonline? a game?steps, you can be on your way Canyourbudgetaccommodatethehigher Shouldyouofferafreedownloadsotheto a Rich Media ad that will have costsofaRichMediaad?(Theyretypically audience continues to engage with theyour target audience interacting more expensive to produce and more brandafterthead?with your brand for minutes at a expensive in terms of media).time. Are you ready? Areyouwillingtotakealeveragedcreative Step 3: Engineering the right ad. riskthatcouldreapbigrewards?Thenextitemtoconsiderisexactlyhowthe adwilllookintermsofitsarchitecture.AdsStep 2: What should the ad contain?canexpanddownfromatopheadlinebanner, Whatdoesyourtargetaudienceliketodo?expand across the page from a square ad Whatwouldmotivatethemtobecomepartunit,ortheactivitycanallhappenwithinthe ofaconversationaboutyourproduct?confinesoftheadunit.Thisarchitecturewill alsobedeterminedbywhatisavailableon Websiteswithinyourmediabuyandwhat contentyoudeterminedinsteptwo. Then,workwithyourdesignteamtocraftan adthatsengaging,sharestherightmessage, andachievesyourcampaigngoals. Step 4: Tracking truckloads of success. Ahthatfabledlaststepisoneofthestickier elementsamarketershouldconsiderwhen creatingaRichMediaadorplanningany componentofacampaign.Thebestpart aboutRichMediaisthattheressomuchto measure,amarketerwillhavetheirchoiceof metricsandcanuseaplethoraofstatisticsto prove their return on investment. Consider what can be measured in your ad:live your storyA Rich Media ad created for 1. WhatinteractionisthemostimmediatecallSears. The ad expanded whenyou rolled your cursor over the toactioninsidethebanner?Andhowmanyimage to reveal a sale item. oftheviewersfollowedthecalltoaction?ThisAd included video and audio. canbetrackedinasimplenumericalcount. 2. 2. Thenextsimplestmeasureisthecloserate.Tracking howmanypeopleclickedtoclosethead(meaning theydidntstaytoplay)canhelpmeasurehow engaging the ad was. 3. Howlongdoeseachuserplayaroundinsidethead?Is itamannerofseconds,orminutes?Thelongerthey stayengaged,themorepositiveexperiencethey shouldgainwithyourbrandorproduct. 4. Ifitstabbedorhasmultiplesections,likeamicrosite, inwhichareaaretheyspendingthemosttime? 5. Iftherearedownloadsavailable,howmanypeople clickedtodownloadeachone? Then,workwithwhomeverisprogrammingyourRichM Media ad to ensure that the programming for each of thesemetricshasbeenbuiltintotheadproperly. Nowyoureonyourwaywithanew,highprofileandhigh returntoolinyourcommunicationsarsenal.Ford was running a promotion on the purchase of a 2007 Fusion. TheRich Media ad asked you to put in your zip code and you were directed tothe closest dealers Web site. If there wasnt a dealer available it would sendyou to the Ford Web site to learn more and put you in touch with aFord representative. FormoreinformationonBrandAlignmentandhowitbenefitsALLofyourcommunications andbusinessefforts,contactImaginasiumat(920)431-7872orvisitimaginasium.com live your story ImaginasiumisaFullBrandAlignmentfirmdedicatedtoguidingleadersthroughmeasurablechange byaligningtheirbrandsthroughstrategicmarketingcommunications.110SWASHINGTONSTREETGREENBAY,WI54301P920.431.7872800.820.4624F920.431.7875IMAGINASIUM.COM 2009 Imaginasium, Inc. All rights reserved.
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