Rich Media - Example
Although the creative in this example was designed with direct response in mind, the same
approach could effectively be applied to a branding campaign by applying a constant logo to a
creative that elicits interaction with the reader. The more time the reader spends interacting
with an ad, the better the chances the ad will be remembered. Based on survey results, users
spent an average of 30 seconds of focused attention on this ad, as compared to 0 to 2 seconds on
average with a standard banner for the same campaign.
The above ad ran for six months, generating an average 9% click-through rate, in a time when
Internet wide click-throughs were averaging 0.25%. In addition to the attention to the ad
itself, marketers benefit from driving massive volumes of traffic to their web site, further
increasing the ROI of the campaign.
Below is another example of an interactive game in a 468x60 space. Although alternate sizes
have clear advantages over 468x60, this standard size is still very popular with advertisers,
simply because the volume of impressions available is far higher than all other creative sizes
combined. The enormous availability keeps media and development costs down and ensures
compatibility. Rich media and interactivity are one way to make the 468x60 work. The creative
below generated 4-5% click-through rates in targeted placements.
Rich Media Example 3