Rich media ads can help marketers quickly attract audience attention and generate brand awareness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2020, 2:50 PM UTC

According to Workfront, rich media ads outperform standard banner ads by 267%.

Unlike traditional ad formats, which use static objects like texts and images, rich media ads use both static objects and multimedia features like video, audio and animation. This new ad format can help increase brand awareness and generate clicks.

Before creating rich media ads, brands need to have a clear strategy determining what type of creative assets they want to use. Marketers can either use stock footage or film their ads. Online tools like Google’s Rich Media Gallery can help create interactive rich media ads.

Companies like popular video streaming platform Netflix and Ford-owned luxury automobile company Lincoln have successfully used the rich media ad format. While Lincoln’s ad allowed users to click and interact, Netflix created a short trailer of its series Narcos to further engagement.

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