What is Rich Media? How can you implement it in your business? Without a doubt, when you open your email daily, visit a website, access a social network, or watch an online video, you come across ads. Yes, they are ubiquitous. The most traditional ones, with static images and text (which we are already more accustomed to), may go unnoticed. But some, more advanced ones, They use more interactive and agile formats, and consequently capture our immediate attention.Here we have Rich Media.
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What is Rich Media?
In an increasingly competitive landscape, with high investment in digital advertising and various media and devices vying for our attention, It is imperative that companies in general innovate and seek new solutions to attract and engage their audience..
Rich Media, or "Interactive Media," is simply a type of digital advertising that uses advanced features with interactive formats for its audience, such as videos, games, audio, conversations with chatbots, and more. Think about formats that go beyond the standard banner composed of image and text.
We're talking here, for example, about that interactive video that appears in a YouTube banner; an invitation to chat with chatbots simulating characters; an online game that challenges users to simulate using the product or learn more about it – all of these are examples of Rich Media.
Why implement Rich Media?
Firstly, in terms of performance, Rich Media offers click-through rates that surpass traditional content by up to 267%.That's because this content generates greater interactivity and It attracts much more attention.Superior performance is the main draw for the growing success of Rich Media. In summary, we have:
Greater visibility
As we said, Rich Media It attracts more attention than standard content.; that's why, Get more clicks, generating greater visibility and a higher number of leads entering your sales funnel.
More interactivity
Traditional ads allow for just one click and that's it! The Rich format, depending on how it's used, allows... High interaction, extensive contact with the brand and product, resolution of doubts and exchange of ideas. between users and brand.
Possibility of performance analysis
Like traditional content, Rich Media allows for measurement and tracking of metrics. The difference here is that this format... It allows professionals to track specific points such as engagement and interaction metrics at different levels. – ad expansions, exits, percentage of users who watched the entire video, among others.
Types of Rich Media
There are countless types of Rich Media. And variations emerge constantly, driven by the creativity of Marketing and Content professionals. However, there are some preferred and more easily recognizable types. We can mention, for example:
Banner
First, be careful not to confuse it with a traditional image and text banner. Far from it, the Rich Media banner stands out for its interactivity.Videos, audio, animations, and even games can be inserted into it, with fixed size and position on a page or application.
Interstitial
Some people hate them, but although invasive, they are effective. Full-screen ads that overlay the content of a page., forcing the user to take action: either clicking on it or closing it (on YouTube, for example, ads that overlap videos and require the user to "Skip" to proceed).
Expandable
As the name suggests, This format allows it to expand upon user contact or click.The format, while at the same time offers a minimalist version of the content, it offers the freedom to interact with and engage the user in a larger version. A great tool for generating curiosity and sparking interest.
Push-down
Format of An ad that pops up and "pushes" the content of a page or app down.It is nothing more than a variation of the interstitial. with less friction for the user.
Multidirectional expansion
Kind of expansive, he stays Located on the side of a website or application, and its expansion is automatic. only on that side.
As we mentioned, there are countless types and formats of Rich Media, making it impossible to list them all here. The good news is that Google presents a very long list of... examples of rich media.
Step out of your comfort zone…
...and reap the rewards!
Yes, indeed the Videos and animations are part of Rich Media content.Perhaps the most popular among marketing professionals. How about thinking outside the box and... risking even more different formats?
Planning ahead and investing are necessary.But its return and results may surprise you. How about... develop a "Pac-Man" style game Connecting your target audience to the product. Traps and "villains" in the game could represent the obstacles your customers face before finding your company.
Or perhaps to promote the launch of a product or service, Direct users to an automated chat with a famous character or key figure from your business.Based on artificial intelligence, it is possible to create an interesting and interactive communication flow.
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THE Brazilian Matrix It promises to help you not only with your Rich Media strategy, but also, in general, with your digital communication, telephone customer service, and automation!
