In the past, rich media advertising has been viewed as too complicated and too expensive. And if you have totally immersed your advertising program in rich media and are getting all the results you desire, then don’t read this.
But many niche digital publishers are still focused on increasing their search rank and CTR’s to drive their ad business. Here’s the new twist–with the exploding online presence of rich media it may be time to look at your digital display advertising (and the results) in a new way.
Infusing rich media into advertising can prompt a more immediate and stronger user response than text ads. In addition, striving to be #1 in search results may now actually become LESS important, as eyes are immediately drawn down the page to the video/audio/imaging of rich media and users are more inclined to click through when the promise of rich media engagement awaits. Check out this recent study from Search Engine Land: Rich Media in Search Drives Increased CTR’s
Do your ads currently include advanced features like video, audio, and other elements that encourage viewers to interact and engage with the content and ultimately boost your ROI?
You already know video and audio grab audience attention. But when readers view your digital magazine, are there some hidden, interactive features that come to life when they hover over the ads? Think about implementing additional features that offer expanded sound, color or motion. You can also add more depth to your ads with links to other products, surveys—even fun games and trivia that keep your customers more engaged and coming back for more.
So take a long look at your current display ads, get creative and explore ways you can take them to a new level of audience interaction. Then watch for increased results!
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
Image from freedigitalphotos.net