MARKETING
6 Steps to Create Them + Brand Examples
Recently, I was scrolling online and I came across an ad for Narcos. While I can easily ignore most banner ads online, this one stood out. It included interesting videos and animation.
This was a prime example of rich media ads. A rich media ad is an excellent, modern ad format for marketers to consider.
In fact, one 2018 study found that rich media ads outperform standard banner ads by 267%.
With statistics like that, it’s time to consider incorporating these ads into your paid media strategy.
Below, let’s discuss what rich media ads are and how they’re different from other ad formats. Then, we’ll review how to create one for your company and look at some examples to inspire your own ad campaigns.
What are rich media ads?
Rich media ads are interactive ads that include multimedia features, such as video, audio, animation as well as traditional elements like text and images. These ads offer ways to engage and involve the audience to increase brand awareness and generate clicks.
Rich media ads usually take much more time, effort, and capital to create.
Why? Well, a static ad typically includes only three elements: An image, a CTA, copy. Rich media ads, on the other hand, can incorporate various multimedia elements and allow users to interact in multiple ways.
So, why do brands use rich media ads?
Well, rich media ads are engaging and dynamic in a way that other ad types aren’t. They usually lead to more interaction, increased conversions, and a higher clickthrough rate.
Since many people have banner blindness like me, creating an ad that your audience wants to interact with isn’t easy. Rich media ads are a great way to create a better user experience.
Rich Media Types
1. Banner Ads
There are two main types of banner ads for rich media: in-banner and expanding.
In-banner ads show up as regular banners and have interactive features, such as slide/scroll options. They can also include videos, audio, and animation.
This banner ad from CB2 is a rich media example that displays various products from the brand’s collections.
In-banner ads stay exactly where they are and can be ignored more easily.
Expanding ads, on the other hand, expand when the user has taken a particular action (usually a click). Pushdown ads, multidirectional, and floating ads are all examples of expanding ads that animate across the page for a few seconds.
A floating ad is a great way to get a user’s attention, without disrupting the user experience.
2. Interstitial Ads
An interstitial ad – think pop-ups and modals – is a full-page ad that covers the publisher’s interface. It’s commonly used on mobile apps, during points of transition in the user flow.
For instance, it might show up on a video game app when you click “Play Again.” In some cases, the ad may not show an exit button until a few seconds after it initially appeared.
Using this type of ad is tricky, as Google sets strict guidelines on how it can work to avoid disrupting the user experience.
3. Lightbox
Lightbox ads are interactive ads that expand and use a combination of media (images, video, illustrations) to capture the viewer’s attention.
Similar to a floating ad, they usually start small on the sidebar of a page and expand once a user clicks on it.
From there, users can take multiple actions to interact with the ad. It creates a richer ad-viewing experience and as such, can require a little bit more work to create.
How are rich media ads different from other ad formats?
Rich media ads are different from other ad formats because they’re interactive and include engaging multimedia elements including audio, video, or animation. On the other hand, other ad formats like static only including text and images.
Now, you might be wondering, “How do I go about creating a rich media ad?” Below, let’s discuss how you can get started with rich media ads.
How to Create Rich Media Ads in 6 Steps
- Get inspired.
- Decide on the strategy.
- Plan the creative assets.
- Use ad creation tools.
- Test and preview.
- Track and measure success.
1. Get inspired.
If you’ve never created a rich media ad before, it can be helpful to get inspiration from other brands, including your competitors.
What type of rich media ads are they using? Is it mostly video or a combination of text and animation? What does their copy look like?
You should ask yourself, “How is this particular ad experience?” It’s important to note this, as you’ll want to create an experience that will resonate with your audience.
So, as you navigate through websites, pay closer attention to the ads you see. Then, start compiling your favorite ones in a document to help spark ideas for your own.
2. Decide on the strategy.
Now that you have an idea of what you want to create, it’s time to strategize.
What are your goals for this campaign? This will determine which creative assets you create and which type of rich media ad you use. This process will also help you discover the best way to engage your audience.
During this step, take a look back at previous ad campaigns. What are some trends in your highest- and lowest-performing ads? Getting a refresher on past performance is a good starting point for your next campaign.
3. Plan your creative assets.
Once you know more about your strategy, it’s time to list the creative assets you’ll need to get it done. Whether you’re creating rich media banner, interstitial, or lightbox ads, there are three components to your ad:
- Visuals: animations, videos, images, illustrations.
- Copy
- Call to action (CTA)
Oh, and don’t forget the assets for your landing page. Creating the ad is one thing, your landing page is where users will convert so it needs to be a priority as well.
With all these elements in mind, start big then go small.
Say you choose video as your rich media type, will it be completed in-house or with an outside agency? Or will you use stock footage? Every scenario requires a different set of steps.
Additionally, you might think about how to make the ad interactive. Will users be able to click through to another slide on your ad? What happens if they click on the ad? It’s important to discuss and plan these elements out before you create your ad.
4. Use ad creation tools.
At this point, you’ll have your strategy and assets all done. So, how do you actually build the ad?
If you don’t have a graphic designer on your team, you can use online tools to help you create a rich media ad.
For example, there’s Google’s Rich Media Gallery. On this site, you can create sophisticated rich media ads for free. While there are ready-to-use templates, you can also customize them by using your own creative assets.
However, if you have a graphic designer, you’ll want to meet with them at the beginning of your process so they know what you have in mind and can tell you if it’s doable.
You may also want to rely on video marketing tools such as Idomoo and Wistia to create targeted ads that reach your desired audience.
5. Preview your ad.
Now that you have created your ad, check that everything will run smoothly once it’s live.
The first step is ensuring that your ad meets the guidelines set by your advertising platform, like Google Ads.
Most ad platforms have an approval process before your ad can go live on a publisher’s site. If your ad is rejected, you may have an opportunity to make changes to it and re-submit it for approval.
Then, preview your ad to make sure it’s performing as expected. Some platforms allow you to share the preview with collaborators for feedback.
6. Track and measure your success.
When your ad is created, it’s time to start running it.
You can use rich media ads on social media platforms like LinkedIn, Facebook, and Instagram. You can include them on search engines, like Google Ads and Bing Ads.
Once you’ve started to run your ads, don’t forget to monitor their performance and make changes as necessary. If you’ve run static display ads in the past, it will be helpful to compare and see which type offers a higher return on investment.
Now, you might be wondering, “What will this look like?” Let’s review some examples of rich media ads in action below.
6 Examples of Rich Media Ads
1. Discover
This is a great example of a rich media ad that catches your attention and invites you to engage.
When you first see the ad, you immediately notice the logo, the copy, and the CTA on the left-hand side. Once you engage with the ad, the video starts playing and the volume button is displayed.
Why it works: Even without playing the video, you get the key information you need: The brand, the message, the CTA.
2. Reformation
Like many online retailers, Reformation uses retargeting ads to attract web visitors to its website.
In this rich media ad, users can see products from the brand and will be redirected right to the product page after clicking the “Shop It” CTA.
What works well here: Users can not only see top products from the brand but also use the interactive hover feature to shop specific items.
3. GEHA
GEHA’s video ad hits all the key points needed to create an effective rich media ad
The first thing you notice is the high-quality video and visuals. The use of colors, icons, and hierarchy to highlight key messages is definitely effective.
In addition to being eye-catching, it’s to the point. Brands typically have very few seconds to catch a user’s eye as they navigate a page. With this in mind, make sure every frame in your video serves a purpose.
4. Jessica London
In this Jessica London ad example, the brand uses movement to its advantage.
It’s a great but simple way to make a static image more dynamic and engaging. Additionally, moving ads are eye-catching in a way that static images aren’t.
The takeaway: If you can’t invest in visuals other than images, try having multiple slides in your ad with each slide featuring a different image and text.
5. Lincoln Aviator
When Lincoln decided to create an ad for the new Aviator car, they wanted it to be interactive.
When you click on this ad, you’ll be brought to a separate slide. This image is an interactive guide to the features of the car. You can click on different areas of the car to learn more about it.
This is a great example of how rich media ads are engaging and interactive. The audience can click on the ad and learn more about the car without being brought to a new webpage.
6. Netflix
This is the rich media ad by Netflix that I was talking about before. This ad includes a unique video from the actors and is presented almost like a trailer.
Then, if you hover over the image, the audience will see moving images that rotate. Additionally, if you click the ad, you can watch the actual trailer for the Netflix show. This is a great rich media ad that includes several media formats to engage the viewer.
Rich media ads are an amazing way to engage and interact with your audience. In an age where audiences have banner blindness, rich media ads are a great way to get your audience’s attention.
The Benefits of Rich Media in Your Advertising Strategy
Using rich media ads is sure to add another dimension to your campaign and help you understand what works best with your audience.
Here are the top benefits of using rich media:
- Potential for a higher clickthrough rate – Rich media ads can be more interactive and eye-catching, making users more likely to click on your ad. They can also offer better brand recall if delivered effectively.
- Versatility in ads – Diversifying your campaign ads is helpful in discovering what your target audience connects with and which ad types convert best.
- Better insights – Because of the multiple layers you can add to your rich media ads, you can gain more insights into your audience. Video watch times, clickthrough rates, pre-interaction engagement rates are all metrics you can use to understand your ad performance.
If you’ve never run a rich media ad, this is your sign. You may find that it outperforms your static ads.
Editor’s Note: This post was originally published in __ and has been updated for comprehensiveness.
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MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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