What makes a high quality banner ad? We know it when we see it, but figuring out the magic formula can be tricky. Especially when many brands don’t realize everything they can do with rich media ads. Gamification is the go-to high-impact ad format of choice. While powerful, the possibilities of HTML5 banner ads include so much more than game ads.
Want to turbocharge your next digital campaign? These are just a few of the things you can do with rich media ads.
1. Put the user back in control
High quality banners don’t just look good – they provide a good user experience, too. Part of that means putting the end user back in control. And we’re not just talking about game ads, although those are a great option. The best HTML5 banner ads and rich media ads are relevant, non-disruptive and give the user a chance to drive the experience. Sure, there are best practices like a clear option to close out of an ad. But rich media ads enable you (and your target audience) to do so much more.
Present your user with options, whether it’s choosing a scenario or picking a product to learn more about. Ask them a thought-provoking question and present them with the choice to explore possible answers. You can even use reactive ad formats that enable the user to control how an ad is displayed to them.
2. Be relevant
In a world of increasingly sophisticated technology, consumers only take notice of advertisers who stay ahead of the curve with high quality banner ads. The good news: rich media capabilities make it easy to tap into the latest technologies and trends, whether it be interactive emails and game ads or 360 experiences and virtual reality. Trends like interactive emails are proof that building brand awareness isn’t limited to HTML5 ads. To stay relevant, brands need a multi-channel, multi-platform strategy for their rich media ads.
True relevance is personal. Personalized ad experiences are effective because they speak directly to what your target audience cares about, where they are and what they’re experiencing. Geolocation and dynamic creative capabilities make it possible to build audience-specific rich media ads, instead of snooze-worthy generic ads.
3. Build trust
Ad blocking is on the rise, as is ad fraud. Consumers are tired of low-quality, irrelevant and intrusive ads and advertisers are wary of where their HTML5 banner ads are showing up. It may seem strange to argue that high quality banners can save the day, but hear us out. Target audiences aren’t anti-ad. They’re anti-bad ads. Look no further than viral ad campaigns for proof. They connect with consumers because they’re good, shareable and memorable.
Consumers are bombarded 24/7 with demands for their money, time and attention. The demands come from every direction, on every device and the result is a lot of noise. Brands that understand their mission is to connect with customers stand out. The result is high quality banners and rich media ads with compelling messaging and visuals. The more brands focus on quality and a great user experience, the more consumers will pay attention, click through and drive campaign metrics.
4. Use Mobile ad banners to make your offering unforgettable
While brands are starting to wake up to the possibilities of Mobile ad banners – it’s a handheld supercomputer of possibilities that’s on or near your audience all the time – the predominant approach to HTML5 banner ads is to treat them the same, no matter if they show up on desktop or mobile. Which is a shame, because the power of rich media ads shines when it comes to mobile.
Thanks to its portability and sensors, a mobile device was practically designed to showcase high quality banners and game ads. Invite users to take control of their ad experience by shaking, twisting or turning their device. Use geolocation capabilities to direct them to businesses nearby. Give them a taste of virtual reality, by turning their device into a viewing portal for exploring the surrounding area.
5. Incorporate inspiration from print and TV ads
That’s right. Old media still has a lot of tricks to teach new media. While rich media ads unlock incredible capabilities, the best high quality banners (including game ads!) incorporate tried and true principles from print and TV.
- Keep your messaging clear and concise (print has this down to a science)
- Make the call to action clear (unlike print and TV, viewers can interact with your ad)
- Build a story into your HTML5 banner ads (can you catch their eye mid-scroll?)
- Use high quality visuals for every banner (no matter what your target device or platform)
Ready to incorporate the power of rich media ads into your next campaign? Drop us a line!