Want Better Returns on Rich Media Ads? Use Airtory for Targeting.

Want Better Returns? Use Targeted Rich Media Ads with Airtory.
Want Better Returns? Use Targeted Rich Media Ads with Airtory.

Why Should Agencies and Brands Care About Personalized Rich Media Ads?

Rich media ads have the capability of delivering strong engagement for both lead generation and brand awareness campaigns. With better utilization of inventory on websites and apps and attention span, these ads help you tell a cohesive story. Rich media ads tend to have a more significant set of measurable KPIs. They help you understand both your audiences’ behavior and your ad’s performance. Personalization takes these efficiencies to a whole other level.

Generic ads may deliver returns when you do not have enough data on your audiences. Once you have been in the marketplace for a considerable time, you have to start personalizing your ads. The market data points to the need for personalized rich media ads:

1. Audiences’ Response to Personalization

Martech Series published a comprehensive research report. It showed 43% of consumers wanted the personalized ads in the context of their geography, interests, and behaviors. It also stated that 30% of the respondents were more likely to buy something if they saw personalized ads for it. And 31% of respondents indicated that they were loyal to brands that focused on personalized advertising. Cumulatively, this data validates the thought that personalized is both expected and needed by consumers.

The report also stated that 41% of respondents wanted the ad to focus on an event that interested them. This increased the probability of clicks. 38% of respondents indicated that they were more likely to click on an ad that focused on products they were already interested in. And 34% of respondents stated they were more likely to click on an ad, if it showed them the products & services they might like.

Considering the 5% of average CTRs for most formats, an increase of 33% in this rate can bring considerable profitability.

2. The State of Personalization in Marketing

The other side of the equation shows how the marketers are responding to the growing need for consumers. As per data published by eMarketer, only 3% of companies in the USA focused on omnichannel personalization. And, close to 45% of all personalized ads were on social media platforms like Facebook and Twitter.

That concentration shows that brands primarily prefer personal and interest-based targeting on social media platforms. It is also worth noting that Facebook and Twitter make it easy to run personalized ads. The tools and analytics in place will help you run rich media ads outside the social media ecosystem as well. 

How Can Brands and Agencies Leverage Airtory to Create Audience-Tailored Rich Media Ads?

Airtory is a unified platform to help publishers, agencies, and brands launch personalized rich media campaigns. Airtory deploys a sophisticated set of tools and mechanisms to help you get better performance with your rich media ads:

1. Understanding Audience Response to Existing Campaigns with Premium Trackers, Real-Time Analytics, and Conversion Trackers.

You should start with a rigorous exercise of understanding how your audience behaves and interacts with your ads. That starts with comprehensive tracking of all your rich media ads.

Tracking has two key benefits.
One – it helps you understand the campaign’s performance. This works as an input for optimizing.
Two – it gives you more information about your audiences, which is otherwise inaccessible with other forms of measurements.

Airtory provides a sophisticated set of trackers that determine how your audience is engaging with your ads. The premium trackers help you understand the impression analytics, engagement rates, and clicks on each of your ads. Moreover, they help you in deep-diving into the key performance metrics like viewability and the time spent on ads. Rich Media ads already have a wide set of KPIs that help you benchmark performance at a granular scale. With the Airtory trackers, you can further sharpen the extent to which real performance metrics are captured. 

You also get access to real-time smart analytics systems that help you get stronger signals about which ads are working well. You can focus on the timeline of your ad’s performance to understand your audience’s choices.

You can optimize your campaign even in the early stages, saving more ad dollars and driving more conversions at the same time.

2. Eliminating Noisy Data by Filtering Fraudulent Traffic.

Ad frauds constitute a significant issue, vastly undervalued by most small to medium-scale brands and agencies. In 2019, the global digital advertising market lost over $42 billion to ad frauds. The total digital marketing spends for the same year globally were a little over $330 billion. It means over 10% of global ad spends were going to fraudulent sources.

Imagine losing 10% of your ad budget for no reason. Or imagine being one of the 10% of advertisers who lose a significant amount of their advertising budget to ad frauds. The major problem with ad frauds is that they are difficult to track unless you have a robust analytics system backing you.

While personalizing your ads, you may find niche but highly relevant websites. You may post your personalized ads here and suddenly see a surge in the impressions as well as your ad spends. Your conversions and engagement numbers, on the other hand, refuse to move in the same direction. Can this be an ad fraud? The fact is – it would be difficult to assess if you do not have appropriate analytics tools.

Airtory’s platform has been engineered with an embedded tool for detecting fraudulent traffic. Such traffic will show you deep impressions, but your engagement and conversions will not grow. This is because this traffic might come from irrelevant audiences or bots, or other forms of deceptive traffic sources. If you keep this data in your analytics dashboards, you will keep relying on noisy data and miss out on key trends. Hence, fraud detection not only helps you save more ad dollars, but it also brings you a step closer to clearly understanding your audience.

3. Using Airtory Experiments to Conduct A/B Tests on Rich Media for Understanding Audience Preferences.

As a brand or an agency, a large portion of your creative energies would go into planning for the campaign and producing the creatives. With Airtory Creative Studio, you can reduce the lead-times for both. You will notice that you are often producing a lot of creatives and have to use ad hoc rules for selecting the final one.

A/B Testing helps you formulate a rigorous set of tests and experiments. They help you determine which of the two or more alternatives is providing better performance. It can also help in evaluating whether an old format/layout should now be changed. If you have never run an A/B Test, going through the statistical processes can be intimidating. But, A/B Testing is a critical step in personalizing your rich media ads using data and analysis, instead of ad hoc preferences. Each engagement and action taken by your audience is its feedback for your ad. A/B Testing helps you use this feedback in making better decisions. 

Airtory simplifies the creative production and A/B Testing experiences by bringing them on one unified platform. You can now evaluate the performance of alternative formats, layouts, creatives, headlines, or even ideas. You can use measures like how they are performing in the context of the time, location, and ratios. Airtory gives you the ease of using just one ad tag to simplify the operations of your A/B Test.

4. Deploying Sequence Ads that Use Ads to Tell a Cohesive Brand Narrative to Visitors Across Platforms and Formats.

Some campaigns are designed to tell a story about the brand, the product, the founder, or an offer. So, what is the most optimal way to tell a cohesive story?

Believing that YouTube ads can help you put out a cohesive brand narrative is not factually incorrect. Many leading brands and agencies use YouTube ads for telling long-form stories. However, the problem with these ads is that they tend to be expensive. Depending on your market size and audience, your average CPM on YouTube can be as large as $18-$24

While the platform is great, the pricing and competition, along with ‘skippable’ ads, make it a sub-optimal avenue for telling a story. If you are a smaller brand, it becomes even more difficult to get profitable results here.

Airtory solves that problem by letting you put out the same brand narratives using sequence ads in rich media formats. The idea is simple – why should you put more capital backing a video ad shown to everyone? You can create a personalized campaign with a series of ads with rich media. 

The sequential ad is shown only to the target audience of people who follow a certain browsing path or engage with the ad. A tracking pixel helps you ensure that the sequence ads are shown only to audiences with a higher probability of conversion or engagement.

5. Deliver a Unified and Personalized User-Experience from Targeted Ads to Campaign-Specific and Easily Customizable Landing Pages.

Your landing pages are an important part of providing personalized experiences to your target audience. A well-designed landing page can generate 9.7% conversions. In comparison, search ads generate a conversion of 4.4%, and display ads generate a little less than 0.6%.

A personalized rich media ad is the beginning of your funnel. If your landing page has not been customized and optimized for audience preferences, you are losing on valuable conversions. This is quite damaging as the user has already shown intent by engaging with a micro-conversion. 

Some brands and agencies use one landing page to provide multiple offers. The rationalization given to this is the fact that making, optimizing, and personalizing landing pages is an expensive exercise. The reality is – putting more offers on one landing page puts your audience into a state of confusion. A landing page should provide a very simple experience taking your audience from the most important information to the CTA. Any distractions can cost you a conversion.

This also points to the fact that for each campaign, you should operate a separate and standalone landing page or microsite. HubSpot data suggests that companies with 31-40 landing pages tend to generate 7x more leads than companies with five landing pages.

Airtory augments your capability to create landing pages with the Airtory LP Builder. The LP Builder helps you configure your landing pages by using unique layouts of 30 distinct components.

They can be optimized for location discovery, lead-generation, product-focus, or other campaign goals. The landing pages use HTML5 and AMP, making them fully responsive and customizable for each campaign and audience profile.

In Conclusion

Personalization can be used as a catalyst to augment the conversion and engagement capabilities of your ads in rich media format. Airtory is created as the central platform serving the systemic rich media needs of the entire ecosystem. Hence, all the features have been engineered to solve the biggest challenges faced by the brands, agencies, and publishers.With Airtory, personalization becomes a matter of just a few extra clicks that can yield potentially exponential returns on your ads. Click here to know how Airtory can help your campaign and rich media personalization needs!


Why Should You Run Rich Media Ads for Clients?

Want better ROI on your ad spends? Use Rich Media Ads.

What is Rich Media Ads?

Google defines rich media ads as the digital advertising format that allows the marketer to use formats beyond texts or images. Rich Media Ads give you the freedom to play with designs. You can use float, expand, and several others that can help your ad stand out from the clutter. You can use any number of formats like images, videos, Tweets, and games, to deliver your message.

Rich media ads offer a more comprehensive form of data collection. They record additional metrics like expansions, video-completions, exits, etc. These ads have a whole set of differentiating factors relative to other ad formats:

  1. The CTR for rich-media ads is 267% more than that for conventional banner ads.
  2. Rich media ads can track multiple click-through links.
  3. Rich media ads have a size of over 200K.
  4. Some rich media ads can carry special features like voting, sharing, etc. within the ad’s confines.

Why Should Agencies Use Rich Media Ads?

Rich media ads can produce better engagement for both brand awareness and lead generation campaigns. That said and done, rich media ads have a multitude of benefits at the creative, ad group, campaign, and agency level of monitoring. Here are a few of them:

1. Rich Media Ads Provide Efficient Use of Real-Estate Space Against the Cost.

The typical ad space available on all display and text ad mediums is limited. If you target high-impression keywords, each view becomes more expensive if the industry landscape is becoming more competitive.

While text ads are the preferable conversion options, display campaigns have been the go-to medium for brand awareness campaigns. YouTube ads are another engaging format, but they turn out to be expensive for most small and medium scale agencies or brands.

Rich media ads offer a middle-ground that can be used to provide more information using the same real-estate space. For instance, multiple elements would make the static banner layout cluttered and reduce your conversions. The other alternative is putting multiple banners across multiple spots and increasing the media spend.

Rich media ads can come in the form of videos, animations, or games. This way, each frame can provide unique information using the same real estate space. Rich media ads are more expensive in production. However, they are more cost-effective than using multiple banners with low engagements.

2. Rich Media Ads Have Relatively Higher CTRs.

As per the research data published by AdRoll, rich media ads have 267% higher CTRs than their static banner counterparts. This is an after-effect of the concept of banner-blindness. In 1998, Benway & Lane coined the term. They found that when users seek specific information to complete a task, they would blatantly ignore even the most well-designed and creative banners.

Most of the users looking for particular information are not seeking any distractions. No matter how well you design your static banners, usually, they will underperform because of banner-blindness.

Rich media ads have the capability of delivering a better user experience on the page. They make a user – stop and observe, simply because the user can witness movement on the page. It is natural for your cognitive process to acknowledge movement, especially when you are not expecting it. Rich media ads can be more interactive and inviting for the user. This makes them the source of delivering higher CTRs relative to even the well-designed static banner ads.

3. Rich Media Ads Have Greater Engagement Rates.

Intuitively, it is not difficult to see why rich media ads would provide better engagement than their static banner counterparts. Rich media ads tend to pack more information, are designed to attract & engage the user, and collect data across a wide range of KPIs. When you see it in action in a real campaign, the idea gets cemented – rich media ads do provide more engagement.

Mike’s Harder Lemonade was a campaign launched by SapientNitro. Instead of running an over-the-top ad, the agency created a rich-media ad in the form of a famous carnival game. The users who would clear through all the levels were given the title of ‘harder’ and deemed ‘eligible’ to consume the product.

The campaign became the winner of Outstanding Achievement in Internet Advertising, conferred by the Web Marketing Association on the agency and the brand. But, much more than that, the campaign could generate 75 seconds of interaction with the ad unit. Even some of the most expensive to run non-skippable ads on YouTube last for only 15-20 seconds.

Thus, rich media ads can generate more engagement when compared to their static banner or video counterparts. At the same time, well-thought-out rich media ads can do so much lower cost than the expensive video ads on YouTube.

4. Rich Media Ads for Agencies Can Capture More Granular Data and Scale with Greater Efficiencies.

The conventional display banner is evaluated based on the industry used template of metrics: CPC, CPA, CTR, CPM, and Impressions. Most of the analytics around these KPIs benchmark them against demographics, other campaign & ad groups, and product categories. The same data is then used to optimize the banner and, eventually, the campaign.

Google’s Campaign Manager can help you with over 51 different metrics for rich media ads.

These include the standard metrics like CPC, CTR, CPM, CPA, Impressions, and some rich media-specific metrics like expansion time, interaction count, and several others. The Campaign Manager also provides data on custom metrics specific only to the rich media categories like counters, custom variable count, exits, and timers.

Rich media ads also give you the freedom to place multiple links. This can further help you segment the audience based on the specific spot of clicking on the rich media ad. This functionality is not available with static banner ads.

Initially, it may seem like you need more resources to translate the additional data into insights. It also means that as rich media ad campaigns are scaled and optimized with varied KPIs, the expected returns will increase.

5. Rich Media Ads Are Good for Both Brand Awareness and Lead Generation.

Conventional thinking dictates that text ads on the SERP are ideal for the lead-generation campaign. Display campaigns are better for brand awareness. They allow you to run contextually-targeted campaigns that match your ad property with the content on the page. This works even if the user did not explicitly search for your brand or product offering. Google, too supports this bifurcation for lead generation and brand awareness campaigns. However, Google also mentions rich media ads as a preferable category for lead generation and brand awareness campaigns.

Rich media ads for agencies can serve both these purposes. Text ads can target the intent directly and provide the precise information a user might be seeking. Display campaigns, especially those using static banners, tend to carry the brand and product’s imagery to create brand recall. Rich media ads can do both of these tasks at a price lower than the cost of running two separate campaigns.

Rich media ads can utilize the real-estate space, and the attention span more efficiently. These ads provide critical information such as pricing, specs, and features of the product, along with a strong focus on brand awareness. Harley Davidson used rich media ads on Hulu to create awareness around its Softail models. The ads carried vital information about the products as well as the visual identity of the brand. The campaign resulted in a 9.9% mobile CTR. In context, mobile CTR for the search was around 4.1% and for display was about 0.6% in 2018 for the same market.

6. Rich Media Ads Are More Cost-Effective than Video Ads.

Video ads, depending on the creative concept, can be expensive for production. On top of that, 76% of users in a Hootsuite survey stated that they skip the ad when they see an option available. While brands generally pay only when the viewer watches a certain percentage of the ad, there is still an opportunity cost. The brand loses the opportunity to interact with and convert one more viewer.

Besides this, many websites in the Google Display Network are not optimized to run permission-based video ads. When a visitor lands on the website, the video ad automatically starts playing if the page and the ad have not been optimized. Not only does this disrupt the user experience, but it can also result in inflated bounce rates induced by intrusive video ads.

Most rich media ad formats make the user click on, unmute or play the video ad format. Additionally, many ad forms run with rich media ads for agencies tend to engage the user attractively. Hence, there is no room for intrusion or unexpected audio bursts that lead to bounce rates.

This way, rich media ads produced with lesser resources can be optimized and designed for better engagement, higher conversion, and relatively better user-experience.

7. With Airtory, Brands Can Have Higher ROI Driven by Lower Cost of Production with the Higher Ad Performance.

The cost of producing creatives for the campaign increases as the agency moves from text to rich media to video ad campaigns. Rich media ads provide a great user experience, more efficient use of the attention-span, and serve multiple campaign goals. With Airtory, the cost of producing rich media ads drops dramatically.

Airtory has templates and advanced analytics features of the entire value chain of rich media campaigns – creatives, landing pages, and analytics for campaign optimization. Using over 300 templates and 30 different layouts on the landing page, the platform can help agencies save over $3,000 per campaign.

Rich media ads made with Airtory use real-time analytics, fraud detection, and retargeting. Real-time analytics help you optimize your campaign at every touchpoint using the broad set of KPIs relevant to rich media ads. Fraud detection ensures your client is shedding each ad dollar only for genuine traffic garnered by active websites. Retargeting helps you generate increased conversions without paying for greater reach. And the sequence ads help you run a cohesive story across all rich media ad properties.

In Conclusion

Rich media ads are an efficient medium to deliver better brand awareness and lead generation campaigns across the board. With creative campaigns that use games, interactive videos, and other file formats with strong CTA, you can solve banner-blindness and generate higher engagement. While rich media ads are cost-effective against video campaigns, they tend to take more production resources compared to static banner ads. This is the problem solved by Airtory.

Airtory gives you a wide range of templates that can help you produce rich media ad properties without writing even a line of code. With real-time analytics that optimizes your campaign spends, both you and your clients can get incrementally better results using the same ad spends. Explore Airtory’s dedicated features for agencies to create a game-plan for unlocking value!