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Interactive Advertising and Rich Media - Roundtable Output - E-consultancy, E-consultancy, July 2004
Interactive advertising has come of age, with personalisation, localisation and advanced targeting techniques helping marketers generate a greater response from their online ad campaigns.
Rich media offers advertisers the opportunity to use compelling content within online advertisements, such as audio, video and games. But rich media is mainly being used to deliver pop-up ads, even though the vast majority of web users perceive these formats as interruptive and annoying, and many of whom have installed pop-up blocking technology on their browser toolbar.
So how can you achieve the right balance, between the format, the positioning and the message? What are the crucial factors that need to be considered before you approve a rich media ad for placement?
Based on feedback from a recent roundtable, this report will help you understand the ins and outs of rich media, and how it can be adopted to boost the performance of your online advertising campaigns.
Includes details on formats; targeting (by behavioural history); recommended file sizes; click-rates and advanced measurement; data capture; ads as microsites; the role of the banner; timing the delivery of your ads and frequency capping; multi-channel marketing; and, how online advertising can boost the key brand metrics.
Contributing attendees included: COI, BT, Dynamic Logic, Eurostar, Attic Media, Zenith Optimedia, ABCe, itraffic, British Airways, Royal Mail, esure, The Hub, Random Media, Deloitte and Touche, Lightmaker, Cancer Research UK, Real Media, Eyeblaster, AOL, DoubleClick and HM Customs and Excise.
Topic Relevant Keywords:
interactive, advertising, ad, targeting, formats, personalisation, localisation, Flash, pop-up, overlay, rollover, campaign, marketing, tangozebra, eyeblaster, macromedia
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