Online marketing is becoming an increasingly dynamic field. From SEO to display to Rich Media Banners, news and developments spring up one after another – some more significant than others. Here are three interesting bits of news last week that may have vast implications for rich media advertising.
Interactive email
The New York Times Adopts IAB’s MRAID and Launches Standardized Rich Media Ads to iPad, BUT…
Last week, AdAge reported that The New York Times will be supporting standardized rich media ads in its iPad App, in an effort “to simplify the creation and purchase of rich-media ads” in the app. Dubbed TimesAction by The New York Times Idea Lab, the “effort” promises such ad units as engaging as one that lets users download media from the iTunes store from within the ad, and another creative unit that uses a 360-degree panorama view. This will also allow many advertisers to more conveniently bring their NYT website ads to the app, AdAge reports.
The development is made possible by TimesAction’s adoption of the Interactive Advertising Bureau’s mobile rich-media ad interface definitions specifications (MRAID), which has seen increasing use by third-party ad vendors since its roll out back in 2011 (and subsequent updates in 2012 and 2013).
Curiously, AdAge also reported some news that might dampen advertiser’s hopes for NYT’s TimesAction: mobile ads aren’t really driving purchases.
The staggeringly positive statistics you can easily see about mobile ad potential, AdAge says, may actually be misleading. In a TNS Global mobile life study, AdAge says the real statistics see a sharp drop, with mobile usage for purchases going as low as 2% for such products as alcohol and pet food. So, does this spell doom for NYT’s standardization efforts?
Luckily, AdAge also points out that mobile owners do look forward to such conveniences as using mobile coupons and checking product availability through mobile devices, and they also point out how mobile ads, apps, or rich media banner ads can woo users into engagement and maybe even purchase: save them time, money, or angst – preferably all of them at once.
Youtube’s “Partnership” with Gaming Companies Racks in Big Views
Cute cats, epic fails, and dance videos aren’t the only thing bringing huge video view counts on Youtube. Gaming Personalized video ads, particularly from large companies like Activision whose titles include the hugely popular Call of Duty franchise, are also raking in views.
Obvious lesson here: video is still an effective marketing tool. Less obvious lesson: the target demographic is keen on interaction and engagement – they’re gamers. But of course, there’s a catch: the pre-roll video spots on these Youtube videos aren’t very effective. So what does this say about how to approach rich media video ads?
Use them sparingly for targets that are keen on engrossing engagement that actually requires nearly ALL of their attention. Simple enough, but finding this demographic means retargeting, which *might* imply that video ads might best be reserved for more hard selling ads for further down the sales funnel. All in all, though, we’re confident that if you stick with what works in interactive video, you’re good to go.
On a final note, these game companies aren’t limiting their marketing campaigns to Youtube. Halo 4, for instance, upon its launch also released a barrage of extra content that kept their gamers engrossed in the halo universe: novels, live action shorts, and extra levels of gameplay. Assassin’s Creed III, with its revolutionary war theme, partnered with Rock the Vote and indie artists to spread “patriotic art,” making good use of their game’s theme throughout their marketing campaigns. These guys know their marketing and their audiences.
On-Demand Marketing Shines the Spotlight on Rich Media Ads
Playable Ads
Last week, MCKinsey allowed public access to one of its April 2013 Insights & Publications pieces on on-demand marketing. We’ve been hearing some buzz about on-demand marketing since the rise of social media and perhaps even before then – when search results started to become freely customizable to suit the preferences of the user. Today, however, as the McKinsey article notes, “Digital marketing is about to enter more challenging territory…[marketing that’s] not just always ‘on,’ but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.”
Rich Media Agency – Playable Ads
Eloquently put and staggeringly significant, especially for folks like us who specialize in rich media ads. Long story short, McKinsey clues us in on the foremost pillars of on-demand marketing:
- Now: Interactivity on-demand
- Can I: More creative ways to interact with all the data from different sources
- For me: Tailored specifically for them
- Simple: Engaging marketing, but still simple marketing
That sounds like Rich Media Banners alright. The McKinsey article points rich media in the right direction for the future of on-demand marketing through concise steps:
- Design interaction throughout the consumer purchase journey
- Make discovery a continuous cycle
- Deliver new experiences
Sounds easy but it’s far from it. Don’t worry though, we got your back.
Well, all this was last week – and we’re looking forward for more news and developments this week that are worth digging into and scrutinizing. What Rich Media Production news have got you fired up today?
