Multiple Screens Force Ad Industry To Revamp Rich Media Ads
Some 51% of ad agencies have seen an increase in demand for dynamic rich media ads, while another 20% expect to see more interest from clients in 2013. But the process, which remains riddled with roadblocks, needs to be reworked.
About 88% of companies participating in the Jivox study call the process stressful-to-very stressful when it comes to executing rich media campaigns using today's processes. Of those running rich media campaigns across multiple screens and devices, 42% call it painful.
The Web browsers on mobile and desktop need to be more in sync, since technology determines the behavior of content and ads, according to Diaz Nesamoney, CEO and founder of Jivox. He says that more time is needed to bring them together: "This is one reason it's become significantly more complex."
Nesamoney said the industry needs to reinvent the business of creating and serving rich media to meet new technological demands, such as having the ability to run the same ads across different operating systems and browsers.
Half estimate the average time to complete a rich media creative ad at one to two weeks, while 40% said it takes longer than three weeks. Some 66% would recommend more rich media campaigns if production times and cost were halved.
About 31% said they almost always experience delays in campaigns due to last-minute creative changes or rich media ad production, and 62% said they sometimes experienced delays. Out of the 5% not running rich media campaigns, half call them expensive and cumbersome.
The survey supports responses spanning three weeks from more than 100 participants at 25 agencies such as BBDO, Digitas, MEC Global, Mindshare, MediaCom, Omnicom Group, Razorfish, Starcom MediaVest, Zenith Optimedia and 360i.
Experts believe touchscreens will prompt the increase in rich media, dynamic interactive ads that allow consumers to find information about products and services where the data is based on preference, browsing history and more.