WHAT IS RICH MEDIA AND WHY SHOULD IT MATTER TO YOUR BUSINESS?

Close up of woman engaging with rich media
Len Smofsky Sep 24 ,2019

exciting experiences your customers won’t soon forgetThe digital age has brought a wealth of new technologies and communication possibilities into our lives.

We can now stream any content we desire anywhere we happen to be. We can keep in contact with friends across the globe in a few taps. All the knowledge we could possibly want in contained right in our pockets. While information in the past was mainly communicated in static text or basic images, the development of high speed internet and enhanced connectivity has led to the widespread adoption of rich media.

But what exactly is rich media and how can your business use it effectively?

Understanding what rich media is and the powerful ways in which you can use it to communicate with your customers is vital in today’s digital marketing environment. Read on to find out more about how rich media can revolutionize your communications strategy.

WHAT IS RICH MEDIA?

Before we explore how rich media can be used to engage your audience, we need to understand what rich media actually is.

Rich media is typically defined as any kind of digital advertising creative that meets the following criteria:

  • Larger file size (greater than 200KB)
  • May use multiple files as opposed to a single static file
  • Often involves video content
  • Possesses enhanced metric tracking capabilities
  • Can include enhanced features such as social media sharing, polling, and text entry.

Good examples of rich media include interactive YouTube video advertisements, interactive banner ads, or multi-directional expanding ads on any compatible website. These advertisements are often dynamic, eye-catching, and encourage interaction through attractive ‘Call To Action’ buttons or advanced clickable elements. Compared to traditional static or ‘Standard Creative’, rich media offers a range of advantages to both customers and businesses alike.

HOW CAN MY BUSINESS BENEFIT FROM RICH MEDIA?

So why exactly should you care about rich media? As it turns out, there are a variety of compelling reasons.

Consumers are exposed to hundreds, if not thousands, of static images and words every day. In the past, consumer brains were often exposed to these ads when they were in an “idling” stage, looking for something to grab their attention. This could have been while watching a television show, browsing the paper or a magazine, or looking around the subway during their commute. In this state, our brains are naturally in a very accepting and suggestible state, allowing these forms of advertising to do their job.

These days, consumers are often looking for a certain piece of information when they are on the internet, and they have become accustomed to “tuning out” obvious advertising attempts. In an attempt to blend in with natural content, many social media platforms are purposefully making their ads look more like user generated content. While this limits the negative reaction many users experience when they see overt advertising, it also tends to result in ads that are completely missed by users and forgotten instantaneously.

To get around this evolution in consumer behaviour, rich media has become the vehicle of choice for many brands to communicate their unique sales propositions. When consumers are automatically ignoring uninspired and generic advertising, the key is then to stand out from the crowd and show people something they don’t expect.

THE POWER OF RICH MEDIA

Through the numerous technological advantages rich media offers, advertisements can become exciting, interactive, and personalized.

Dynamic images can catch your audience’s attention and give you a chance to communicate your offer before they scroll past. Expanding and contracting rich media ads give consumers the power to engage with your ad should they choose to. Interactive remarketing ads keep your brand front of mind for customers once they have shown an interest in a particular product across the internet.

Personalized video is a particular kind of rich media that offers incredible benefits compared to generic video collateral. By creating videos tailored to each customer, they are significantly more likely to engage, interact, and take action, than if presented with a generic message.

Additionally, by making the videos interactive, viewers are encouraged to engage with them and enter more data which can be used to optimize the personalized experience. Not only can these be used in a rich media advertising setting, they can also be used on your website to turn traditional calculators and product descriptions into exciting experiences your customers won’t soon forget.

Rich media is a valuable new advertising technology that both entertains and engages customers while allowing brands to communicate their value propositions. Relying solely on standard creative can not only cost you money, but can leave you falling behind your competition at a time when few businesses can afford to lose a competitive edge. If your business is looking for a way to breathe new life into your advertising and communications strategy, rich media is certainly something to consider.

IndiVideo is a groundbreaking personalized video platform that allows for automatic creation and deployment of unique videos that adapt to the individual viewer as well as being interactive. By integrating seamlessly with existing marketing frameworks, your brand can offer exciting rich media videos with minimal internal lift. This allows you to not only attract more business and improve conversions, but also retain customers and enhance retention rates. Contact BlueRush today and schedule a demo to see how we can help your business grow.

About the author: Len Smofsky

LenSmofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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