Rich Media Execs Tout Synchronization, Other Trends
"Someone selling rich media might want to think of something more attractive, but the name 'rich media' fits, so we're going to stick with it," concluded David Bryant, Digitas New York's vice president and creative director.
Mitch Rose, vice president of marketing at PointRoll, conceded that like it or not, people consistently prefer news and entertainment content over the advertising that accompanies it.
"The point," said Rose, "is that we have to respect why [users] are on the page before we can serve effective advertising." And effective ad serving has nothing to do with "push" marketing, and everything to do with attracting and inviting users, as well as the three "r's"--relevancy, relationships, and remarkable advertising.
In addition, several trends were noted, including synchronization--when two or more ads on one page act in unison to sell something; the addition of more information on ads themselves rather than taking consumers to another page on another Web site; and heightened engagement and interactivity.
Eyeblaster's CEO Gal Trifon shared some examples of each. One Australian rugby spot streams a play and then asks viewers to call it--whether a player broke some rugby rule, or not--by clicking yes or no. Once this is decided, the user is shown how the referee called the play, as well as other users as a percentage.
Another trend is the newfound understanding by clients that rich media's utility extends beyond mere direct response to include pure brand awareness.
"The focus is moving away from the number of people you can reach to the impact of each individual interaction," Digitas' Bryant said. "Rich media has the best impact."
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "Rich Media Execs Tout Synchronization, Other Trends"
Leave a Comment