Banner Advertising using rich media

As an internet advertising agency helping clients use targeting and engagement tools to enhance a campaign is very important. Banner advertising is an ideal opportunity to engage users with your brand when they are consuming content they are interested in. Using contextual targeting to enhance a banner advertising campaign can help you hit relevant eyeballs. Contextual advertising is especially important if your product is very specific and quite niche.

Rich media creative is a step up from your normal flash or gif creative. It provides greater engagement and impact. You have probably had some exposure to these rich formats. They usually expand or take over a screen in some way and allow users to interact with them.

One industry which has embraced this format is telecommunications. Orange and o2 regularly run banner advertising campaigns using smart ads. Smart ads allow users to place basic information about, for example, their current mobile phone plans and shows an appropriate offer. If the user finds the offer enticing they can click the ad to visit the site and find out more.

Rich media advertising has lots of flexibility and when used correctly can greatly improve engagement with your brand as well as response rates of a campaign. In a day an age when it's more difficult than ever to grab people's attention, rich media advertising has many advantages over standard ads.

For example, if you provide home or life insurance you can place ads contextually around related content. This content could be related to buying a house, if your ad can expand for example, run a brief video ad explaining your offer or enable the user to get a basic quote, using the ad there and then, this will provide the user with hopefully a unique experience with your brand and one that is beneficial and relevant to there needs at that time, improving your chance of acquiring a sale.

Rich media banner advertising offers brands the opportunity to be creative and differentiate themselves from competitors; you can also provide them with an enhanced experience, which will hopefully be remembered.