Beyond the CTRs, does rich media ad really perform better than standard ad on mobile?
Rich media ads are perceived as superior than static ads on mobile. Is it true? What constitute an effective rich media ad?
According to comScore, Microsoft Advertising and Eyeblaster, campaigns with a high Dwell, meaning higher engagement time with mobile ads, boosted brand related keyword searches up to 300% and site traffic near 70%. High Dwell promoted conversion rate, too.
The researches seem to suggest that the more engaging a rich media ad was as reflected by Dwell, the more it could stimulate audiences’ interests in the products and the purchases desires. All these presented a very prosperous picture in adopting rich media ads.
It may be argued that the relationship between the Dwell and purchases is not completely causal! Audiences’ prior interests in the brands or products before they see the ads affect their tendency to interact with the ads and make purchases as well.
This can be true! But the capacity of rich media ads to arouse audiences’ interests in further exploration should not be undervalued.
Especially when the crazy ads are presented upon the app launch, the performance difference between rich media and standard ads will be attributed to the engaging ad contents.
Our experience proofed us that the CTRs of rich media crazy ads could surpass standard crazy ads up to 600%. On global average, the CTRs of rich media banner ads exceeded standard ads by 400%.
The relationship between the Dwell and the conversion rate is affirmed by the surge of organic keyword searches. Audiences have to remember the ads at the first place before they can perform the brand related keyword searches later. Rich media ads serve the crucial step to leave audiences impressions of products through prolonged interaction.
According to the science study, we remember only 30% of what we see, but 80% of what we experience personally! That’s why we have to embrace audiences to experience the products via interactive mobile ads on-the-go.
For example, on our recent ad for Origins, we got audiences to rub the polluted screen to reveal the CC cream for imprinting the product benefit, ‘transform pollution into refreshment’, on their minds.
Therefore an effective rich media ad should be powerful in grabbing audiences’ interests at first glance and keeping them engaged for a clear purpose, such as lead generations and driving sales.
Last but not least, from the broader perspective of a campaign, since quality rich media ads would lead to a surge of immediate CTRs and also later organic searches by keywords, we must not neglect crafting a landing page that is friendly enough to be viewed on various mobile devices. Customers’ paths to purchases will be smoothened.