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!


Want Lower Ad Operational Costs? Try a Different Ad Creation Platform.

Worried About High Operating Costs? Use the Right Ad Creation Platform.
Worried About High Operating Costs? Use the Right Ad Creation Platform.

Most significant Overheads in Digital Marketing for Brands Use One Ad Creation Platform for Agencies for Each Task.

The entire digital marketing cost structure looks somewhat like this: 

1. Agency Retainers and Creative Production Charges: 

The USA International Trade Commission states that SMEs earn annual revenues in the range of $7 million. Let’s assume businesses tend to spend nearly 10% of their revenues on marketing budgets. It would be safe to assume that these businesses spend almost $700k in marketing annually. Out of this, the typical retainer for a small agency tends to be anywhere around $12k to $24k annually. 

While that number has been popular for smaller and specialist agencies, larger ones can charge more than that. And since this is the retainer, businesses have to pay additional fees for all the other services they consume for campaigns. 

2. Google Ads Bid Pricing: 

Google Ads remains to be one of the best platforms for generating leads. Businesses from all industries and scale-based strata tend to depend on Google Ads to generate leads in conjunction with their agency. The category and geography the business caters to have a significant impact on the budget the firm has to allocate for Google Ads. 

Small businesses generally spend $2k-$3k every month on Google Ads. The customer acquisition cycles can often last for longer than one month in some industries. That said, the range of $2000 to $3000 is not unrealistic for small businesses to spend on Google Ads every month.

3. Additional Subscription Fees to Manage the Ad Creation Platform for Agencies: 

Several small businesses run into is that they have to look for dedicated agencies when they need specialized services. Since these agencies tend to cater to a more niche segment, their services can often be more expensive than the mainstream agencies. Given the economics of such services, businesses tend to spend more on tools to help them take care of such services. 

You might not need niche services throughout the year. In addition, the tools that tend to streamline these services are often quite expensive. 

For instance, if a business tends to take the enterprise subscription for the leading email marketing*, social media management*, creative production*, A/B testing*, and landing page design services*, it can expect to spend a total of over $10,000 annually – in addition to the fees paid to the creative team designing and executing the campaigns.

4. Ineffective or Sub-Optimal Ad Campaigns: 

If the campaigns are generating high returns, the incremental expenses might get justified. The problem is that most digital marketing campaigns have a gestation period. Here, they underperform while the team is optimizing the campaign and collecting data on ad performance. As the agency and the brand understand the audience better, the campaigns become more cost-effective.

As per data published by Mediapost, over 40% of media spends gets wasted. For digital marketing spends, the situation is even direr. AlixPartners conducted a study covering over 1,100 consumer product company executives across six countries. As per their published data, over 50% of their digital marketing spends was sub-optimal. It results in an aggregate loss of over $50 billion globally per annum. 

5. Penalties Imposed by Google and Other Advertising Networks:

Generally, Google doesn’t impose monetary penalties on brands. There are two forms of penalties or strikes that a publishing website or ad can witness – algorithmic or human-flagged. Algorithms like Panda and Penguin have programmed rules to impose penalties.

Penalties flagged by humans have a recovery procedure. The publisher or advertiser is asked to submit a report, and then Google decides the penalty. In both cases, the pinch is felt when, despite the ad spends, your ad does not get the expected or any traction. 

Cumulatively, these costs can add $70k or more in annual advertising expenses. This is without accounting for the cost of producing each creative and the cost of promoting ads on social media. Loss of traffic and penalties further add to the diminishing returns. Suppose the brand is working with an agency that uses multiple platforms. There is a probability that the costs will go up as the subscription and implementation costs for different online tools will increase.

How Can Brands and Agencies Use Airtory as Their Central Ad Creation Platform to Cut Operational Costs?

1. Use Dynamic Templates for Landing Pages Reduce Overheads for Creatives. 

Landing pages are central to each lead generation campaign. Everything from the link of the landing page to the layout of the page’s elements has to be aligned with the offer. Yet, each page has to be dynamic enough to be personalized for each viewer. 

Creating responsive landing pages has been a major expense for many brands and agencies. By using Airtory as the key ad creation platform, agencies can produce responsive landing pages without having to hire dedicated HTML5 resources. The Airtory LP Builder comes with different customizable layouts that help you optimally arrange the 15 most important elements on the landing page. 

2. Attain up to 75% Higher CTRs with Rich Media Ads, Produced for a Fraction of the Industry-Average Costs.

Rich media ads are single-handedly one of the best ways to optimize campaign expenses. From the outset, rich media ads can deliver 75% higher CTRs than other ad formats. This helps you get more clicks and higher probabilities of conversions by just changing the ad formats. Rich media ads tend to use interstitial, expansive, push-down, Google Lightbox, and VPAID formats to help you garner incremental traction. 

However, not every creative resource can help you produce rich media ads. These ads require motion-graphic and should comply with Google’s webmaster guidelines. Hence, you might have to look for dedicated resources to help you put these together. Airtory can reduce those costs to a fraction of what they are for hiring dedicated creative resources to make rich media ads. 

You can use Airtory’s over 300 high-impact templates to create rich media experiences and save up to $3,000 in production costs. This way, you can get the benefits of using rich media ads without allocating the additional capital for it. 

3. Free Access to the Airtory Studio.

Teams that use different ad platforms for agencies may get their choice platforms till the free trial period lasts. However, once they have to start their subscriptions, the costs add to another line of expense items for each campaign. The more users you have, the higher the subscription costs tend to be. 

Sharing preview links is the common way to get approvals or feedback from executives and brand managers without burning valuable space on the cloud. But preview link generation and creation tools can be expensive. Airtory is designed for publishers, brands, and agencies, covering hence the entire value-chain. The platform and its features fulfill the needs of some best-known brands/agencies. This is why tools like QR code and preview link sharing systems are already available on Airtory. 

On top of this, Airtory Studio allows users to freely experiment with different rich media ads for configurations, formats, and alternatives. Only the ads used by the advertisers are included in the cost calculation. This lends greater creative freedom to campaigns and controls operational costs. 

4. Get Real-Time Analytics with Conversion, Premium, and Smart Trackers for Performance Measurement and Campaign Optimization. 

AlixPartners’ claim that 50% of digital marketing spends are getting wasted annually. You can approach this challenge by using the necessary KPIs at the right time to optimize your campaigns. 

Rich media campaigns tend to have a large set of performance indicating metrics. Going through each metric for each ad property across each ad group and campaign can be very challenging. Plus, more important than that, you need real-time analytics. 

If you plan to replace each ad creation platform for agencies with Airtory, you are headed in the right direction. Airtory has designed an intelligent set of trackers that can help you get real-time insights on your rich media ads’ conversion and impressions. You can detect fraudulent traffic early in the process and avoid it to mitigate costs. Additionally, you can use dwell-times and other commonly-used trackers to highlight which ads are performing better. By pushing these ads a little more and controlling your spending on underperforming ads, you can easily optimize your campaign spends and ROI. 

5. Run Retargeting Campaigns and Increase Conversion Rates without Bearing the Expense of Running a New Visitor Through the Conversion Funnel.

Every time you try to focus on a new lead, you have to practically start attracting to converting all over. This can mean showing the potential lead a series of ads, with the probability of the lead not converting, still looming on your campaign. 

Retargeting solves this problem with a simple solution. Instead of targeting new audience members, why not target the audiences that have already engaged with your website or ads in the past? Focus on the traffic that has interacted with your website in the past or has a hand abandoned cart on your e-commerce platform. You can increase conversion by 150%

Airtory Experiments helps you execute retargeting campaigns without making you use a separate ad creation platform for agencies in every task. You can use the same Airtory platform to produce rich media creatives, optimize campaigns, and retarget audiences across the websites they visit. 

6. Conduct Comprehensive A/B Testing Experiments Across Creatives, Landing Pages, and Rich Media Ads to Maximize Conversion Probabilities.

Real-time analytics is a great way to filter the high performing creatives. They show you the fact that a certain media property generated good performance. They do not show any causal analysis. 

Airtory can help in understanding why an ad is working or the other way round. Using a unique ad creation platform for agencies for each task can be expensive. You often have to pay extra subscription fees for sophisticated A/B Testing platforms. Airtory Dynamic Tags let you conduct your A/B Tests on the same platform where you are producing your rich media ads and landing pages. Single ad tags save your subscription costs, streamlines your analytics processes, and reduces testing times outside the experiment’s tenure. 

7. Identify and Eliminate Fraudulent Traffic Using Ad Fraud Detection Tool.

Forrester’s research forecasts that over $10 billion will be lost by the digital marketing and advertising industry in ad frauds. For campaigns running on a tight budget, this can cause a severe leak in the overheads. Ad frauds take up your resources and do not generate any returns. Hence, you lose the advertising dollars you have spent and the potential business you could’ve generated using the same capital. 

Airtory pays special attention to detecting ad frauds. The platform’s trackers have been specifically designed to help you detect fraudulent traffic. You will be actively able to highlight and block the source of fraudulent traffic in one go.

In Conclusion

While creative production may seem to be a major expense line for the campaign, there are several other costs involved in running a campaign. While ideas like optimizing, retargeting, and A/B testing have been designed to optimize your costs, in isolation, they can generate limited value. Airtory brings all of it together on one platform. It unlocks value in terms of cost-effective creative production, campaign optimization, A/B testing, and several other features. To know more about how the platform can generate value for your campaigns, visit this page. 


What Makes Rich Media Ads Better than Other Ad Formats?

Rich Media Ads yield substantially better engagement rates against plain text or banners.
Rich Media Ads yield substantially better engagement rates against plain text or banners.

A Primer on Rich Media Ads

The primary difference between rich media ads and other forms of ads is its focus on engagement. While other ad formats focus on lead generation or brand awareness using creative imagery, copy, or CTAs, rich media ads give the brands and agencies the freedom to use videos, interactive elements like games, and other media files along with the conventional text and images.

Since rich media ads have a wider scope of application, they cover a large set of metrics. For instance, apart from the usual CPA, CPC, CTR, and other similar metrics, rich media ads tend to measure pause rates, skip rates, expansion rates, 75th percentile video completion rates, etc. Along with this, there is an element of permission-based advertising as many rich media ad formats tend to unfold into their full form only after a user interacts with it.

Google accepts the following as the different variants of rich media ads:


The banner rich media ads have a fixed size on the page. In terms of loading, the page loads before the ads. This way, the larger file size does not get in the way of the page loading speeds or hamper the organic rankings of the publisher. Banner ads can carry moving images or videos.

Dynamic Creatives.

Dynamic Creatives change the ad based on the content on the page or the user’s interaction with the embedded link. This is more of a feature that covers banner, expanding, interstitial, and VPAID ads.

Expanding Ads.

Expanding ads grow out of their initial dimensions on the page. They either push the content down, lay over the content, or load before the page, depending on the page’s setup and the ad itself. Expanding ads get triggered as the page after a user interacts with the ad by clicking on it or hovering the mouse. 

Interstitial Rich Media Ads.

Interstitial ads are available as floating assets that hover over the page’s content or are visible between page loading or launching instances. These ads can have an adaptive position that adjusts with the content on the page or a locked position triggered based on the campaign settings.

Google Lightbox.

Lightbox is an innovative format that allows brands and agencies to use their existing marketing collateral like product portfolios, videos, and other files in the form of a slider that covers the entire page. The ad gets triggered after a user hovers the cursor on the ad for two seconds or clicks on the ad, in case the device browsing device is a phone.

Multi-Directional Expanding (MDE).

MDE ads a layer of responsiveness to the expanding ads. The creative expands in a direction opposite to the one which already has an ad. This way, the motion draws attention to the creative, and it gets visibility even on an otherwise crowded webpage.

Push-Down Ads. 

These ads push-down the content on the page and show the creative at the top. This format is available both in permission-based and triggered formats. However, once a user has been shown the push-down ad format multiple times for the same ad, it will get triggered only if the user clicks on it. Hence, the brand and the agency have to provide creatives for both the user-interaction-based and automatic push-down ad.

Video and Video Player-Ad Interface Definition.

Both Video and VPAID ads are designed to target videos. The VPAID format allows you to place ads before, between, or after the published-video content on YouTube. The video format allows you to place the video file in a rich-media format.

How are Rich Media Ads Different from Other Ad Formats?

The Distinctive Features of Rich Media Ads

Just by looking at the primer on rich media ads and the types of formats available, it becomes easy to determine that the focus is one creating engagement and making the ad stand out against typical video ads or static banner ads. But, it is worth exploring for every brand, agency, and publisher – what are the forms of distinctive features pertinently available only with rich media ads:

1. Audio and Visual Elements.

If you look at it from a first-principles perspective, rich media ads have wider ‘basic ingredients.’ Text ads have just the textual information and data available, which generally revolve around product data, seller information, and ongoing offers. Creative static banners have just the image, copy, and CTA to attract the user, establish the brand, provide relevant information, and direct the user to a landing page. Video ads can tell a story and have a CTA, but they tend to have an expensive production cost and running.

Rich media ads have more fundamental elements in the visual and audio sphere for the same ad spot. For instance – in a space where a static banner would only give limited information, a Google Lightbox ad can create an ‘on-demand landing page’ with the user’s permission as soon as the user interacts with it. Similarly, while video ads tend to slow page loading speeds, rich media ads tend to get loaded after the entire page has been loaded. This helps the publisher keep the loading times in check, even if it supports relatively heavier rich media ads.

2. Permission-Based Triggers. 

For most conventional ad formats, the user did not have any control except exiting the page, closing down the ad, or refreshing the page. Some of these actions were necessary to get rid of intrusive ad formats. While this deteriorated the user experience, on the one hand, it made the publishers face increased bounce rates and the advertisers to pay for false positives in the form of clicks that were not intentional.

Many rich media ad formats have an embedded functionality of unfolding only when a user interacts with it. For instance, Lightbox allows the advertiser to virtually showcase all interactive marketing collateral like videos, product images, and texts on the page in an expansive format. The ad gets triggered only when the user hovers the cursor on it for two seconds or clicks. This ensures that only the people who find the ad interesting are interacting with it, and the advertiser has higher chances of conversions per view. False positives get eroded, and the publisher doesn’t have to worry about the bounce rates since the UX on the page is not disrupted by intrusive ads.

3. Added Layers Like Gaming Increase Engagement.

Even the most memorable static banners and videos can only have one-way communication with the user before redirecting to a landing page. Rich media ads designed as games allow the users to stay on the page and get an immersive experience. While this creates engagement for the user, it helps the advertiser and the brand garner increased brand awareness.

The rich media ads that have embedded games tend to deliver the brand’s message more effectively. That can be one of the key reasons why they can be used for brand awareness and improve user intent for buying the product, i.e., lead generation. In one of our earlier posts, we explored how Mike’s Harder Lemonade generated 75 seconds of interaction on the ad unit, where typical video ads cannot cross 10 to 20 seconds. The same campaign helped the brand to grow the purchase intent by over 53%.

4. Sizes of Rich Media Ads and Their Impact on Page-Loading Speeds.

Some publishers and agencies that are considering the operational aspects of the campaigns are often under the misconception that rich media ads can slow down the page loading speeds. At the same time, the publishers are worried that this will increase bounce rates and decrease the page’s organic ranking. The advertisers are worried that they will pay for ad spots with decreasing user-traffic or sub-optimal traffic flow.

Google has supported its rich media ad formats keeping the page loading speeds in mind. That is why most of the sub-formats in rich media ads have a ‘polite download technology,’ which loads the ad after the entire page has been loaded. So, if the decreased page loading speeds were your only concern and stopping you from exploring rich media ads, you should immediately consider including them in your ad spots and campaigns.

5. Standard Metrics for Measuring the Impact of Rich Media Ads.

Google provides 50+ metrics to measure the performance of rich media ads. That makes this particular format one of the most comprehensively analyzed formats available across Google Display and Search Networks.

While these metrics cover standard formats like impressions, engagements, and reach, you can also analyze the following to optimize your campaign/creatives:

Display Time: This is the average duration for which the ad is visible on the page and is largely related to your bidding strategy and campaign design.

Interaction Rate and Time: This shows the percentage of users interacting with the ad out of the number of users who were shown the ad. Interaction time is the duration for which the users interact with your ad. The metric shows the efficacy of how well your ad can attract and retain attention.

Intentional Engagement: Also known as the dwell rate, the intentional engagement rate measures the duration of the engagement right after the very first touch, click, or interaction with the ad. It specifically focuses on how well can your rich media ad retain attention.

Expansion Rate: It measures the percentage of users who expanded the ad against total impressions. It shows your ad’s capability to generate interest. The initial frame of your ad would be largely responsible for driving this metric.

Average Viewing Time and View Rate: Average Viewing Time shows you the median playing time against the total playing time of your rich media ad. It can give you feedback on the ideal length in time for your ad. The view rate is the number of engagements per view of your rich media ad.

Mutes, Pauses, and Exits: This is a straightforward set of metrics which shows the analytics for your rich media ads that use videos. It can give you feedback on the specific spots in your ads, which triggered action like pause, mute, or even exit.

Conversions and Revenues: Rich media ads have the ability to carry multiple links. This way, you can track which dimension of your rich media ad triggered the action. Hence, measuring conversions at the campaign level and sales for the business becomes easier.

A quick comparison of the different kind of ads

Rich Media Ads, Video Ads, and Pop-Ups: How to Choose the Right Format?

The primary difference between rich media ads and video ads is the fact that video ads can often be intrusive and independent of user-permission. Before the advent and wide-adoption of rich media ads, most agencies and publishers were running video ads in a format that did not seek the user’s permission. Both the video and the audio would start playing as soon as the page was loading. Hence, video ads were popular only on websites that carried critical information and had heavy traffic because that would be the only way to control bounce rates despite relatively slower page loading speeds and intrusive video ad formats.

The advertising ecosystem changed with rich media ads. Rich media ads solve both the problems by getting triggered generally when the user interacts with it. Formats like Lightbox, expanding ads, and push-down ads are common examples of ads that are triggered by user interaction. More than that, rich media ads have a focus on engagement. Hence, instead of impeding the user’s experience, rich media ads try to engage the user with creative use of formats like games and other formats.

Since 2017, Google has been actively penalizing websites that show intrusive pop-up ads without user permission. The Google Display Network is actively updated to ensure no such websites are added to the platform. Additionally, pop-ups and pop-under ads also slowed the page loading speeds, hampering the organic rankings for the publishers. Hence, in essence, pop-ups were not preferred by anyone but the spammers.

However, pop-up ads served a very important purpose – they made the user take action to close the ad; otherwise, the users would often engage with the pop-up ad. In short, pop-ups were the insurance policy for advertisers that allowed them to deliver their message, no matter what.

Rich media ads can achieve the same feat with greater sophistication. Google Lightbox essentially serves more content than a pop-up ever would and is triggered by user-actions. Even the push-down format, which pushes the content to show the ad, can do so for a very limited number of times for one user. After that threshold, the user will have to interact with the ad for it to be triggered.

In Conclusion

Rich media ads provide a more user-engagement-focused, interactive, and creative manner to deliver brand awareness and lead generation campaigns. With sequence ads, you can get easily creative, cohesive narratives across different rich media ads. With embedded gaming ads, you can drive engagement exponentially beyond industry-averages.

The only part that makes rich media ads trickier to produce than their static banner counterparts is the amount of resources necessary to produce the ad assets. With Airtory, you can actively produce different assets in varied, rich media ad formats using prefabricated templates that bring down production costs and timeline. Plus, with real-time analytics-driven campaign optimization and fraud detection, you can control your ad spends on the same platform.

To know more about how rich media ads and Airtory can help you produce value with your campaigns, explore this page.


10 Ways the Ad Creation Revolution is Changing Audience Engagement

The ad creation process is changing how brands interact with audiences, resulting in higher engagements.
The ad creation process is changing how brands interact with audiences, resulting in higher engagements.

Major Challenges in the Ad Creation Space

The advertising industry has had a fair share of challenges in the past two decades:

Decreasing Attention Spans: A global publication recently released an analysis showing how decreasing attention span had brought trends to a narrower horizon. On popular social media sites like Twitter, the life-span of a trend had fallen from 17.5 hours in 2013 to 12 hours in 2016. That makes a reduction of 32% in less than three years. This means that brand managers and advertisers now have less time to adapt to and capitalize on a consumer trend.

Banner Blindness: It is a simple concept to grasp – when banners interrupt the search for important information, users tend to ignore it outright. This meant that creativity had to substitute intrusive campaigning.

Ad-Blockers: By 2019, close to 25% of users in the USA were actively using ad blockers. This shifted the advertising narrative from pushing the user’s message to attracting the user towards the message.

Ad Frauds: In an eye-opening study, AlixPartners revealed that 50% of ad spends in digital marketing were getting wasted. Fraudulent traffic, sub-optimal campaigns, and increased spending of less or non-optimized campaigns were the causes of these issues.

Intrusive ads, story-based campaigns, and bright colored & creative banners were once the tools of effective advertising. Digital marketing operates on fundamentally different foundations that focus on engagement.

10 Ways The Creative Revolution is Changing the Brand-Audience Engagement Using Ad Creation as an Avenue.

1. Provide More Control to the Audiences Using Rich Media Ads with Action-Specific Triggers.

Many conventional ad formats have been intrusive.

Intrusive video ads, pop-up ads, pop-under ads, banners covering a large portion of the page with next-to-invisible exit signs – these formats usually guaranteed impressions. If your entire page is covered in an intrusive ad, it will generate an impression for your advertiser and revenue for the publisher.

However, such ads did not generate simultaneous conversions for advertisers. As users would often shut the tab and search for another website, even the publishers got the bounce rate’s heat. Finally, in 2017, Google decided to ban such intrusive ads from its network.

Instead, the ads got replaced by rich media ads. Formats like interstitial, expansive, and Lightbox ensure that the ad is covering the page only when the user chooses to interact with it. Even the push-down ads have limited impressions per user. Post this, the user has to engage with the d for it to be a push-down ad. Rich media ads, in general, pay more attention to engaging users with interactive media formats like games, animations, and sequence ads.

2. Leveraging Sequence Ads in the Ad Creation Process to Produce Cohesive Narratives.

Imagine you are a user who is looking for a tutorial video. Suddenly, you are treated with a non-skippable but very well produced ad on airline experiences. While the ad might be creative, there is a very low probability you will engage with it. The advertiser, however, still had to pay for the impression. The entire ecosystem loses in this process.

Rich media sequence ads make the ad creation process focus only on engaging users with high intent.

Sequence ads generate impressions by showing sequential ads to users across different websites to the same user. This optimizes your resource allocation by targeting high-intent users.

3. From Intrusive Pop-Ups to Engaging and Gamified Mobile Ads.

Most websites have dropped the pop-up banner format. Instead, with rich media ads, gamified mobile ads have taken a center-stage.

Mobile ads constitute a large proportion of the entire media consumption spectrum. Hence, by targeting devices, advertisers can focus on a key segment with just one click. When the gamified ad is well-produced and interactive, it generates incremental purchase intent beyond the 50% mark. Some gamified rich media ads have shown statistically significant results in the ad creation process. Non-skippable YouTube ads can hardly cross 30 seconds of viewership. Gamified rich media ads can touch 70 seconds per view.

4. Augment ROIs with Integrated Lead Generation and Brand Awareness Campaigns Using Rich Media in Ad Creation.

By the nature of the content on the page and in the ad, text ads are preferable for lead generation. Display ads work well for brand awareness. Display campaigns can carry the product’s image, brand identity, and creative copies to attract audiences. Text ads communicate the product, pricing, and recent offers.

Rich media ads have the luxury to serve both purposes. These ads use same attention-span and space to deliver more information.

5. Provide Personalized Ad Experiences with Dynamic Creative Optimization (DCO).

Dynamic Creative Ads take personalization to an altogether different level. Here, the personalization takes place at the ad delivery level. Based on the recent browsing history, purchases, preferences, and other data available on the user, the ad creative gets dynamically adapted. Demographcis, location, browsing device, context of the search are the key data points that help in producing dynamic creatives.

Brands and advertisers can use this data to provide more cohesive narratives across ads. They can also create data-based segmentation, and mirror the user’s browsing journey to create relevance. With rich media ads and DCO, the engagement levels can be further increased with more interactive and personalized messaging.

6. Digital Ads as an Experience: Leveraging Google Lightbox.

Google Lightbox is a rich media ad experience that gives more information on the same page as the user engages with the ad. Lightbox is more of an expansive landing page and less of an ad.

Here is how Google Lightbox works:

1. The user either clicks on the ad or hovers on it for more than two seconds.

2. The ad expands into a floating ad. It covers almost the entire page with videos, copy, images, text, CTAs, and other elements added to it.

3. Since the ad takes prominence and the user has shown an intent to engage with it, Lightbox ads can produce better CTRs.

Airtory allows you to integrate your product catalog into your ads along with adding multiple links to the same ad. You are then able to use the same engagement to drive a more comprehensive message and can measure the exact click with granular details.

In research conducted by an online platform, Lightbox ads generated 6x – 8x more engagement than other expandable ads. However, Lightbox ads are a premium format of ads that also have a higher bidding price and cost of production.

7. Deepening Engagements with 360 Interactive Videos without Losing the Objectivity of Conversion.

While video ads tend to deliver a story, 360 Interactive Videos are designed to deliver an experience. A recent Mission Impossible campaign used 360 video. It showed Tom Cruise’s POV in an action scene.

It is not difficult to imagine how the ad would’ve clearly stood out on the page. In fact, it was able to produce 12x better CTR than what is generated by video ads on average.

Airtory makes it easy to create 360, 180, and vertical video ads that can create unique experiences and generate better engagement rates. With innovative ideas like end-cards, you can deliver CTAs without interrupting the video ad experience.

8. Data-Driven Creativity: Using Real-Time Analytics, A/B Testing, and Rapid Design-to-Deployment Cycles for KPI-Relevant Creatives.

With 50% of digital advertising spends not yielding positive results, creativity and the creative revolution cannot exist in a silo. The more data input they receive, the more relevant they will become, with a higher probability of generating better conversions and engagement.

Airtory streamlines this entire process of producing creatives and optimizing campaigns on one platform. With real-time analytics, you can observe how the users are interacting with your ad formats. A/B Testing helps in separating the causal success of campaigns from sheer randomness. With the Airtory Studio, you can use all these inputs to rapidly develop and deploy rich media creatives.

9. Creating Seamless Experiences Between Ads, Landing Pages, and Websites with a Focus on Uniform Brand Experiences.

Generally, as different ad creation platforms come into the picture for a distributed team of creatives, maintaining a uniform brand experience becomes difficult.

Airtory helps you produce the creatives that go at the beginning and end of each micro-conversion. With Airtory’s library of 340 rich media templates, you can quickly produce creatives without putting in much time. You can then use these creatives as references to produce landing pages with the Airtory LP Builder. It uses templates and tools to help you create dynamic landing pages that use all the 30 elements on the page.

10. Increased Focus on Accountability Towards Brands and Privacy for Audiences.

GDPR has forced most brands, agencies, and publishers to pay close attention to the privacy of audience data. Rich media campaigns play by the same principle and take the center-stage on the page only after an audience member has engaged with it.

Besides this, Airtory provides a dedicated fraud detection tool for rich media ads that help advertisers and brands stay away from fraudulent traffic. With more attention to the UX, everyone wins. Users see only the relevant ads, brands & agencies get traction, and publishers get revenues.


Conventional ad creation systems have become ineffective. Agencies and brands can take this as an opportunity to evolve. Airtory can help brands, agencies, and publishers can garner better performance of ads that use formats like rich media to drive engagement. But, the biggest beneficiary is the user who gets to see only the relevant and the most engaging ads. Users are now searching for more direct information. This allows brands to filter target audiences based on intent, early in the process.

To know more about how Airtory can help you get better engagement rates without compromising the user experience, click here.


15 Reasons Why Publishers Should Consider Rich Media Mobile Ads

15 Reasons Why Publishers Should Consider Rich Media Mobile Ads
Rich Media Ads are a Great Platform for Publishers.

What is Rich Media Ads? A Brief Overview.

Rich media mobile ads are a great way to engage your audiences, even when interacting with the paid advertising formats. Google defines rich media ads as the format of ads that primarily use elements in addition to just text and images. For instance, ads in the rich media format can be expandable or floating on the screen. The focus is on breaking the clutter and making each rich media property stand out on the page.

Rich media ads tend to consume relatively more resources in production and running the ads than static banner ads. However, these marginal costs are overshadowed by the benefits provided by the rich media ads. They tend to deliver higher CTRs, engagement rates, and cover a broader set of metrics to give a more incisive understanding of the audience.

Why Should Publishers Consider Rich Media Ads?

1. Rich Media Ads Increase Revenues based on Higher CTR and CPM.

Even the most established publishing giants often struggle to monetize their website’s traffic to its full extent. This is primarily because Google’s remuneration policies are more titled towards giving the visitor an optimal experience. This is why Google is blocking ad formats like intrusive ads and pop up ads across its ad networks.

Ads for publishers, who are adopting rich media formats, can be an excellent avenue for garnering revenue growth. Rich media ads require a higher cost-per-mile for the advertiser. When its is multiplied with higher impressions since rich media is engaging, you will experience higher revenues.

Banner ads on mobile formats for publishers garner a CPM between $0.15 – $2.00, depending on the device’s OS. The same CPM gets catapulted to a range between $4 – $15 for rich media interstitial ads.

2. Rich Media Ads Provide a More Detailed Understanding of the Audience’s Interaction with the Platform.

Rich media offer a whole range of KPIs for publishers and brands using the publishers’ ad inventory. The typical banner ad has a limited set of metrics covered by Google Ads. These revolve around impressions, clicks, CTRs, CPMs, CPAs, and a few more. Rich media ads, depending on the sub-format you choose, offer a more diversified selection of KPIs.

Rich media mobile ads also show the number of reruns on the asset. Metrics like impressions do not measure this depth of interaction. Rich media ads also show the pause rates, completion rates, exit rates, and several other metrics. These can help you and advertisers to optimize the inventory and the creatives. Google offers enough metrics you can explore to understand your audience with rich media mobile ads.

3. Rich Media Ads Optimize Revenue Per Unit of Available Ad-Space.

The average benchmark CTR for ads on the Google Display Network tends to be around 0.5%. Rich media ads tend to have CTRs in the range of over 250% more than their static banner counterparts. This is because rich media for publishers are designed to attract and engage audiences instead of impeding their experience. That is the crucial reason why higher CTRs help you in getting more revenue from the same ad unit.

At the same time, rich media ads can also convey more information using the same ad spot. For a publisher, that might seem a little alarming as the advertisers can now tell their story using lesser ad inventory. In reality, as a publisher, your focus should be on providing more impressions, engagement, and CTR since that is how you drive your revenues. With rich media ads, each of your ad units will be earning 2.5x more than your average static banner ad. Hence, on an aggregate basis, both you and your advertisers are in a win-win situation.

4. Rich Media Ads Help Publishers in Generating Ad Revenues without Compromising on the User-Experience.

In July 2017, Google changed its policies around pop-ups and pop-under ads. For most of the publishers, user experience was not even a part of the mainstream conversation. Google ensured that it did not include any publisher website on its advertising network using pop-up or pop-under ads. While some of these websites may show Google Ads, none of the advertisers or brands using Google Ads will bid for this inventory.

For the publishers, this has been a blessing in disguise. Google claims to share 95% of digital ad revenues with publishers. Google’s revenues, mostly dependent on its advertising business, have nearly doubled since the pop-ups and pop-under ads were banned in 2017. Going by that logic, publisher revenues for websites which have adhered to the update policies must have also grown.

Publishers have historically used pop-ups and pop-under ads as they provide an extra category for the mobile ads inventory and help in controlling impressions. Rich media ads can fulfill all of these goals without hampering the users’ experience on the platform or breaching Google’s advertising policies.

5. Rich Media Ads Can Help Brands Stand Out Even On Crowded Platforms.

We have discussed the ‘banner blindness’ phenomenon in an earlier post. The idea builds on the fact that motivated audiences with a strong intent to find information will ignore even the most creative ads.

As a publisher, it is easy to focus on increasing your ad inventories per page for maximizing revenues per visit. For instance, you can explore the Speedtest by Ookla page. On average, it carries 4-5 ad spots right around the tool used by people to test their internet speeds. For the publisher, this might yield greater revenues incremental ad spots that provide incremental revenues.

For the brand, this might not be an optimal strategy. Assume that you are a brand whose ad is showing up in one of these five banners on the tool. There is a high probability that audiences will not interact with the ad unless it stands out. Rich media ads can help you as a publisher to provide exceptional ad interactions even if your page is already crowded with spots.

6. Rich Media Ads Can Help in Generating More Revenues from the Shorter Sessions on the Website.

Sonic created a very creative campaign using a rich media format. The brand wanted to promote its offers of discounted shakes after 8 PM. So, instead of going for a banner ad with creative copies, the brand used rich media ads with neon animations to draw attention.

As the user hovers the mouse to the expansive ad, she sees a countdown to the offer with a CTA for the nearest store. The campaign garnered a CTR of 6%, near 12x the average CTR for display campaigns. But a more noteworthy statistic from the same campaign is the average engagement session – which lasted for nearly 50 seconds. To put that in context, an average Instagram session lasts for a little over 3 minutes. By that measure, users were spending nearly 25% of the time they generally spend on their every Instagram visit.

Such engagement density paired with high CTRs is exactly what makes ads in rich media formats a very attractive avenue for publishers. They can earn more revenues even in shorter but more engaging visits.

7. With Sequence Ads and Rich Media, Brands Can Tell a Cohesive Story in an Efficient Format.

The average video ad tends to last for about 11 to 20 seconds for the best performing ad spots. However, video ads can slow your page-loading speeds, which have a direct correlation with your website’s organic rankings. So, how do you support the campaigns that want to tell a more cohesive story?

You can use Airtory’s sequence ad in a rich media format to help your partner agencies and brands deliver a more cohesive campaign. Airtory allows you to create a series of rich media ads, where the campaign evolves in stages with dynamic ads. Each viewer interaction is tracked, ad placement is made to provide a cohesive narrative to the users who are frequently interacting with the ad.

This helps in the brands advertising on your platform tells a longer story without compromising your page load speeds with video ads. It helps you as a publisher since you can extract more views from the same user who have interacted with your ad.

8. With Permission-Based Ads, Brands Can Control Their Ad Budgets More Proficiently.

The problem with some video ads is that they tend to hinder user experience by not asking for permission. Assume that you are running a sports data publishing website that also supports video ads. Imagine a user sitting in her office. She opens your website and is treated with a video ad that has the audio running in the background without her specific permission. For websites that have a lot of content on one page, locating and muting such ads can be difficult for the viewers. Such experiences, although not intentional, can increase your bounce rates and adversely affect both your organic rankings & traffic and your revenues.

At the same time, your brands end up paying for the view if the user cannot close the ad in time. This leads to inflated ad performance and does not help either the brand or the publisher in the long run. Rich media ads solve this problem by keeping users’ permission at the center of the ad playing. The user can either hover over to the ad or click play or pause or mute to interact with the ad.

Since it is in rich media format, you will be able to measure all the clicks, pauses, mutes, and exits for the ad.

9. Rich Media Ads Can Serve as an Avenue to Increase Engagements with Gamified Ads for Publishers.

Rich media ads have created an exemplar category for engagement. With games embedded in the rich media mobile ads campaigns, publishers can further drive this engagement rate.

Take, for instance, the campaign launched by Takis. The brand had launched a new consumer-packaged product and was targeting young-adults. It created a series of 360-degree media assets using rich media formats. In one of these assets, the users were tempted to find a Takis packet in a 360-degree video. The engagement rate stood at 7.7% for the campaign, generating significant traction.

The campaign highlights that brands and advertisers understand the impact of using gaming and rich media for driving engagement. If your ad inventories do not support rich media ads altogether, you will entirely miss out on this revenue stream.

10. Publishers Can Offer Space for Both Brand Awareness and Lead Generation Campaigns Using the Same Inventory with Rich Media.

As a publisher, your ad inventories are often largely populated by banner spots and video spots. This borderline pushes out campaigns seeking lead generation. Most advertisers are aware that search-engine text ads have an average CTR of over 5%. This is 10x that of display ads on the Google Ads network.

The key difference between display campaigns and text ads for the brand is the ads’ information. Display campaigns, by design, carry more information about the brand and are creating recall. SERP text ads focus on providing immediate information necessary for the transaction – price, offers, product details, and so on.

Rich media ads have the flexibility of offering both the forms of information in one media asset. Hence, when positioned correctly, one rich media mobile ad campaign can address the needs for both lead generation and brand awareness. By tapping into both the areas, you, as a publisher, can expect growing revenues.

11. Within a Specific Channel of Mobile Ads, Publishers Can Increase Their Inventory by Ad Formats.

Banner ads and video ads offer a limited set of formats, which naturally limits your ad inventory diversity. It will impact the brands that want a richer ad inventory. So, even if you have not felt the pressing need, you leave some revenues on the table.

Rich media ads allow you to provide inventory for banners, dynamic creatives, expanding creatives, VPAID ads, and many other formats. Each ad format has more sub-variants available. Rich media ads will give more options to the brands that want to advertise on your platform. At the same time, rich media ads can widen the appeal of our platform for a larger set of brands & agencies.

You can explore more ad formats at this gallery procured by Google.

12. Publishers Can Use Google Lightbox to Lend More Space for Creativity to the Advertisers. [1]

Google Lightbox is a new format available in the rich media category. Its primary objective is to drive engagement and reduce false positives when users accidentally click or engage with an ad.

The brands and advertisers using your ads inventory have already invested in producing marketing collaterals like videos, product portfolios, images, and other material. Using Lightbox, they can use this material in a slider format. The ad expands into a full-screen engagement only when a user clicks on it.

Airtory augments the potential of Lightbox ads by offering a unique catalog-based template which serves as an aggregated platform for serving ads. It allows you to show multiple products in the form of a catalog, displayed in the general square-banner dimensions available on the GDN.

Each individual product in the Airtory Lightbox creative format, can redirect to a separate link. Like Google Lightbox, the Airtory Lightbox creative format is also expandable and takes over the page as soon as it records an engagement. In addition to that, it allows the advertiser to use the same real-estate space on the page to showcase more products.

This helps the brands and advertisers using your platform pay for engagements only when they engage with the ad. At the same time, it allows them to focus on conversions instead of just impressions. VCPM and CPE bidding formats help you get revenues with both impressions and engagements.

13. Publishers Can Help Brands Create Uniform Experiences Across Rich Media Ads, Landing Pages, and Brand Websites.

Brands want parity between ads, websites, and landing pages/micro sites. All the while, they understand the fact that common brand experience across all the three touchpoints is critical in optimizing for conversions.

By supporting rich media mobile ads, you are allowing brands and advertisers to give your audience a more immersive experience in the ad’s confines.

Rich media ads support multiple exit links. The brands & advertisers can use this to know more about the specific action taken on the ad. Later, this can be used to provide a more personalized landing page experience.

You can explore the Airtory platform to understand how you can support rich media and landing page parity.

14. Using Airtory, Publishers Can Provide More Transparent Pricing Mechanisms for Ads with Rich Media.

Ads for publishers are a great way for websites to monetize their traffic. Google Ads is the layer between the publisher and the advertiser. Hence, the brand has to rely on third-party systems for ensuring it is benefiting from the ads.

Several publishers have fraudulent traffic and other advertising practices in place. Such malpractices pollute the advertising ecosystem and erode the brand’s trust in the publishing platform.

Airtory’s rich media platform solves this problem by offering real-time analytics and fraud detection. Brands and advertisers can analyze their campaign’s performance with real-time data reporting and greater reliability on the traffic metrics – all on one platform.

15. Rich Media Can Open Up New Revenue Sources in the Form of Ancillary Services Generated from Mobile Ads for Publishers.

The traditional media buying model made agencies the middlemen between the publishers and the brands, where the agencies took 15% commission for all media-buying. Google Ads has now replaced that middleman. So, the revenues accessible to publishers are now a direct function of the traffic they generate and their user experience.

Instead of just optimizing ad spot revenues, you can offer creative production services as well. With Airtory, making rich media ads and dynamic landing pages has become easier. If you have access to design talent for your website, you can practically produce ads in-house and help brands have more cohesive advertising operations.

In Conclusion

Even for established publishers, revenues coming from programmatic ads have been fluctuating. With rich media ads, you can mitigate those risks. By supporting rich media ads your platform can provide more engagement, stronger impressions, and incremental conversions to your customers. At the same time, it can generate greater revenues coming from better ad performance and improved on-page experience.

To know more about how Airtory can help you increase your revenues with rich media ads, click here.


How Can Brands Run Mobile Ads for Efficient Brand Awareness Campaigns?

How Can Brands Run Mobile Ads for Efficient Brand Awareness Campaigns?
Mobile ads can help you control brand awareness campaign costs.

What is the Objective of Brand Awareness Campaigns?

Most digital marketing campaigns focus on one or both objectives – lead generation or brand awareness. The latter has been a part of digital marketing and conventional advertising for years.

For conventional print and media ads, firms dedicated to collecting consumer responses would get a sample response of the campaign. That, added with the increase in sales or profitability, were considered to be proxies for campaign success. With ads for brands and other similar campaigns, measuring brand awareness has become a more logical task. There are several industry-standard practices measuring key metrics and performance on grounds like brand equity.

How are Brand Awareness and Brand Equity Related?

Brand awareness is the more straightforward and objective measure of how many consumers recall and identify your brand. This can include recognizing the packaging, slogan, logo, and other tangible elements of your brand’s identity. Brand equity focuses on the consumers who are aware of your brand and how this translates into their interaction with your brand.

Substantial brand equity does not have to be correlated with strong brand awareness. Brand equity will make your brand an intangible asset and should result in helping you command a price-premium and/or brand loyalty.

How to Measure Brand Awareness?

Measuring brand awareness is a more sequentially flowing process with established benchmarks used across ads for brands. Here are the metrics commonly measured to gauge brand awareness:

Branded Keyword Traction: Of all the organic traffic, what percentage of traffic has searched directly for your brand? This will help you understand how many consumers are already aware of your brand and its offerings. As branded keywords start generating more traction, you should run paid ads on these keywords. This would ensure that the real-estate space on text or display campaigns is not acquired by competitors targeting the same keyword.

Website Traffic: The organic traffic is a good proxy for brand awareness. Other than that, the traffic which clearly shows a visitor chose your website over your competitors, is also noteworthy.

Social Media Engagement Rates: For most brands, it is easy to get impressions, views, or likes on social media. Consumers prefer engaging with brands only when they have a strong intent to converse about the products or services. All of these can serve as useful measures for brand awareness.

Google Alerts and Surveys: You can do this, no matter how big or small your brand or agency is. Set a Google Alert for your brand and essential products. Every time someone searches for your brand, you will get notified. You can also supplement this research with primary data collected by surveys using SurveyMonkey or Qualtrics.

How to Create More Efficient Brand Awareness Campaigns?

While brand awareness can be a significant revenue and profitability contributor, creating brand awareness generally takes more resources. This is primarily because most budgeting teams allocate capital to areas with tangible results, such as lead generation campaigns.

Even with sufficient budgets, brand awareness campaigns across mobile ad channels can be expensive. Here is a step-by-step process to create efficient brand awareness campaigns. They can virtually yield the same results as a campaign backed by large budgets.

1. Use Rich Media Ads.

Rich media ads consist of a unique ad format beyond the text, image, or text + image concept for ads. Rich media mobile ads can include videos, games, expansive ads, etc.

The motive is to break through the clutter of banner and video ads, generally used in brand awareness campaigns. Google recommends rich media ads for both brand awareness and lead generation.

With rich media ads, communicating even a seemingly complex story becomes easier. The same real-estate space, bid, and attention span is used to deliver more information. Static banners tend to provide only the information available on the banner itself. Video ads can communicate well but are expensive for production and even for bidding. Rich media ads sit right between these two in terms of cost of production. Yet, they can communicate an intricate message just like a video campaign. Rich media ads can deliver engagements exceeding those of static banner ads by over 267%.

2. Bid Optimization: Go from the Automatic ‘Maximize Conversions’ to Manual CPC.

Campaigns are generally the biggest overheads in most brand awareness exercises. If you are working with Google Ads, you would be familiar with the bidding process. If you are a professional who manages campaigns, you might be using automatic bidding with a focus on maximizing conversions.

Bounteous recently published a case-study. It showed how the transition from automatic bidding to manual CPC decreased their cost per click by over 36% in two months.

The agency had been working for a local brand and targeting exact-match keywords. For a considerable time, they witnessed good traction, and manageable ad spends. Then they saw a sudden jump in their monthly ad spends. The spending had increased by 45% in just two months, producing virtually the same results.

The agency’s campaign objective was set to maximize conversions, and the bidding strategy was set to automatic. As soon as the agency changed the bidding strategy to manual CPC, it saw a drop in the ad spends consistently. This unravels the key insight – when you are starting your brand awareness campaigns, automatic CPC will get you traction at reasonable prices. However, as you accumulate enough data to optimize your keywords and ads, you should shift to enhanced or manual CPC bidding.

3. Focus on Mobile Ads for Brands with an Impetus on Social Media.

In a study published by WordStream, mobile ads garnered more clicks at lesser costs. The data showed that mobile ads had a CPC of $0.12 against the $0.30 for desktop and $0.35 for tablet ads. This makes mobile ads 50% more affordable than their counterparts. On top of this, mobile ads attracted 16x clicks relative to desktop ads and 136x more clicks than tablet ads. So, simply focusing on mobile devices can yield good results.

You can further optimize your campaign spends by integrating social media with ads targeting mobile devices. Close to 3.8 billion people are active on all the social media platforms across the globe. And 60% of all social media activity happens on mobile devices. By bringing your focus to mobile ads with social media, you can control your ad spends and still reach a wider audience.

Rich media ads can add another layer of efficiency and data analytics to this. Unlike static banner ads, rich media ads can carry multiple landing page links or social media links on one property. This gives you more data on how viewers interact with your rich media ads.

4. Become a Content Marketing Platform with Blogs, Newsletters, and Other Content Formats.

Running ads and other forms of paid ads is a great way to quickly scale the reach of your brand awareness campaigns. However, such campaigns come with recurring production costs. Each creative has a shelf-life of about 1-4 weeks, depending on the frequency of views and the placement. This shelf-life is calculated by Nielsen using the concept of ‘Adstock Decay’. It focuses on determining the half-life of an ad, after which the efficacy of the ad drops by over 50%.

Even at the highest rate of effectiveness, you will have to significantly change your ad creatives every four weeks. Generally, campaigns tend to take 12 weeks for converting a viewer into a lead and then into a customer. Content marketing can be a more efficient form of delivering information, garnering branded keyword mentions, and creating brand equity.

On most of the blogs operated by content marketing pioneers like Hubspot, you will find content that was originally created years ago. Every year, updated data and perspectives are added to it. And the pages continue to maintain their authority. This way, for a fraction of the cost of an entire ad campaign, a blog can yield results for years to come.

Howard Marks, the co-founder of Oaktree Capital, regularly writes his ‘memos’ which are released on the company’s website every month or quarter. The entire financial news media picks it up and produces more content around it. This gives Oaktree a significant bump in its brand awareness without the firm having spent even a penny in campaigning. The same idea is used by several successful investors like Warren Buffet and Seth Klarman as well.

Blogs and newsletters are just some forms of content. You can run podcasts, produce e-books, provide case-studies, or even run online courses to help your customers solve their pressing issues. Content marketing takes time to yield the results most brands see. And hence, you should use it as one of the several methods in your marketing mix to generate cost-effective brand awareness.

5. Give Free Product Trials.

Consumer Packaged Goods companies have been using free product samples to create brand awareness for years now.

Event Marketer and Mosaic conducted a survey. Over 47% of the respondents preferred having sampled or have seen a product demonstration before they made a purchase decision.

Most retailers already understand the impact of providing free samples. Cadent Consulting Group reported that over 76% of retailers believed providing samples and product demonstrations helped in generating sales.

Free trails can be a good way to start the conversation, if brand equity is the eventual goal. Free trial as a concept has garnered increasing interest. The search term’s traction has grown on Google Trends by over 15% in just one year.

Airtory can make it easier for you to create sequence ads. They track the user’s past interactions with the ad. And then, help you post ads that push the lead towards the next stage in the conversion cycle. This way, you can create a unified sales process that begins with a free trial keyword associated with your brand. The process can then end with a conversion can help you get more organic traction. It augments your brand awareness and conversions for lead generation – all using a single campaign.

6. Gamify Your Mobile Ads.

Mobile ads tend to generate more traction because of stronger intent. If your business has a large local market, you should definitely consider brand awareness campaigns that actively focus on location.

Besides this, gamifying your ads can help in generating higher interactions and more time for brand visibility. Mazda launched a campaign ‘Challenge the Night’ while launching a new car. The campaign was a rich media ad positioned for mobile phones and desktop platforms. It allowed the users to drive the car within the environment of the ad across a minimalistic track. As the user progressed in the game, she/he would witness challenges. Relevant functionalities of the car would help the user explore its features in a more interactive manner.

The campaign generated a 78% replay rate, clearly highlighting the increased engagement. The interaction rate for the rich media ads was 6x that of industry averages. Static banner ads or video ads would be sub-optimal from a cost perspective, if your aim is to get similar results. With rich media ads focusing on mobile ads networks, you can generate deeper engagement across a wider audience-base even on smaller budgets.

7. Create Seamless Experiences Between Incentive-Based Ads and Landing Pages.

By integrating free samples and content marketing, you can launch incentive-based brand awareness campaigns. This would necessitate a deep understanding of your target audience’s pain-points. Post this, you can create content or media assets that address those problems and provide possible solutions.

BigCommerce recently published research. It showed that it would be nearly impossible to scale to $20 million and beyond without using a landing page. Unlike a product page, a landing page is for a targeted audience that has been attracted using paid channels. Hence, each landing page iteration has to be optimized for conversion with forms, CTAs, and configuration of elements.

While doing all of this on the landing page, it is easy to forget the link between the brand and the landing page. Some landing pages fail in communicating the brand and its values. If you are running a paid campaign for brand awareness, make sure you do not make the same error.

The idea of aligning the landing page with the brand and personalizing it for each visitor is novel but difficult to execute. In the process of optimizing the landing page for brand awareness and personalization, you would not want your CACs to skyrocket. Airtory to bring down the costs of producing optimized landing pages aligned with your brand guidelines.

The Airtory platform carries over 30 different templates that can help you create truly dynamic landing pages with HTML or AMP.

In Conclusion

Airtory and mobile ads can help your brand generate significant amounts of awareness, without denting your marketing budget.


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!