The Impact of Rich MediaRobert Pefanis
International Sales Director
1. Multitude of
2. Data DrFrom Media Buying 3. Mark to Audience Buying!4. Facebook & the Social Data Layer 5. Automated Media Buying6. Creativity on Tech Steroids7. It gets contagious
Media Evolution!
Rapid Changes in the Media Scene
1. Multitude of Touchpoints2. Data Driven Marketing3. Facebook & the Social Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious
Poets vs. Engineers
We have to attract Users to spend time with our ads: the Creative element!It’s not only about Targeting, Delivering and Analysis: The Target Audience should engage! Dwell Time is crucial!
30% what you see
50% what you see & hear
70-90% what you see, hear
& touch
You remember
Ad Format Comparison Expandable Banners have the highest Dwell Time
The Power of Video
Brand Advertising Movie Opening Product Launches
Brand Advertising Movie Opening Product Launches
Rich Media Ads are a Favorite for:
They are also proving to be a powerful channel for performance advertisers who want to increase traffic and sales.
TRAFFIC
SALES
The study analyzed 24,000 creatives
More than 12 Billion impressions
Site visits were measured using landing page conversion tags
* Served in North America between July and December, 2011.
Rich Media effectiveness study
Rich Media Boost Site Visits Three-fold; with Video, Six-foldSite Visits by Format
600%
500%
400%
300%
200%
100%
0%
Standard Banner Rich Media Rich Media with Video
x3
x6
Branding: Rich Media Boosts Visits of Non-clicking Users Nearly Two-fold
Post-impression Site Traffic by Format
200%
160%
120%
80%
40%
0%
Standard Banner Rich Media Rich Media with Video
X1.7 X1.9
Direct Response: Rich Media Boosts Post-click Site Traffic Four-fold, with Video, Nine-foldPost-click Site Traffic by Format
1000%
800%
600%
400%
200%
0%
Standard Banner Rich Media Rich Media with Video
X4
X9
Dwell Rate & Conversion Rate
1. Multitude of
2. Data Getting Users Engaged!
3. Data Layer 4. Automated Media Buying5. Creativity on Tech Steroids6. It gets contagious
Successful Rich Media Cases
More Rich Media Case Studies on http://creativezone.mediamind.com/Default.aspx
Thank you!
email: [email protected]/thinkdigital