Display / Rich Media Advertising

Digital Marketing advertising has evolved along the path of traditional advertising evolution (albeit at relative lightning speed).

At the most basic level we have text ads and text advertisement with no images. We then move to Standard Display Ads which usually include text with a visual such as a logo or graphic. These ads can be either static or animated, the later with typically one interaction – when you click, you are taken to a destination site.

The most complex format of digital advertising, from a design and interactive perspective, is Rich Media. Rich Media is an internet advertising term for a web page ad that uses advanced technology such as streaming video, downloaded applets (programs) that interact instantly with the user. With Rich Media your ads might expand to larger sizes when users click or rollover them, and there are extensive possibilities for interactive content; such as HD videos or the ability to click and make a phone call (most popular for mobile formats).

As you might imagine, Rich Media requires much more complex technology to ensure that all of the ad behaviors function properly and all of the interactions can be measured. An important distinction between Digital Marketing and traditional advertising is with DM you can (should be) measuring all website visitor activities to understand and optimize visitor behaviors to drive incremental conversion gains. This level of analytical mapping and strategy deployment (can be in real time!) is not possible with traditional advertising.