A recent study reveals that rich media ads triple website visits for advertisers, in comparison with the displays that use stantard banners. Furthermore, if video is included, the visits multiply by six.
The study, carried out by MediaMind, analyzed 24,000 creative ads with more than 12 billion impressions, with the objective of measuring and comparing the influence of rich media against standard banners by page views of the advertisers’ sites.
To quantify the added value provided by the rich media format, the quantity of users that visited was compared after seeing a rich media ad and then later the quantity of those exposed to standard banners.
The result of the analysis shows how with the rich media ads, because they are catchy, dynamic and flexible, the users navigatd up to three times more to the website of the advertiser than those that have seen a standard banner, to be informed about products or to purchase them. In this way, the studio reveals that when the rich media ads include video, the visits to the advertisers’ sites multiply by six, in comparison with the standard banners.
When it comes to direct response, the results show that the probabilities that the user clicks and sees the advertisers’ site after seeing rich media ads are four times greater than those that have seen standard banners. It can increase up to nine times after seeing a rich media ad which also incorporates video.
“Advertisers look to take the most advantage of their investments. If they invest in more attractive experiences, like the rich media ads and video, they can increase the possibility of the users bravely dedicating some time to their brand,” said Gal Trifon, general manager of MediaMind and director of digital advertising for the company matrix of DG.