Before we get into the different
products that we are having in online industry let’s start with what is Rich
Media?
Rich Media: The media whose contents
or display are rich is called rich media Ads. Also any Ad which is more
advanced than a basic image Ad are rich media Ads.
We will be touring all kind of
products that are there in online world, right from the basic to the advanced
product that we have today.
1.
STANDARD FLASH
2.
EXPANDABLE Ads
3.
ROLL-OVER Ads
4.
HTML BANNERS
5.
FLOATING Ads
6.
INTERSTITIAL Ads
7.
VIDEO Ads
8.
PRE ROLL Ads
9.
OVERLAY Ads
10. SIDEKICK
11. PUSH
DOWN Ads
12. FLOOR Ads
13. FILMSTRIP
14. PORTRAIT Ads
We have
different types and styles of Standard web banners.
We have some other banners also but they are not standard but
common type of banner.
STANDARD FLASH:
Most common kind of Ad that we see are
standard flash. It offers more advance and smoother animations, even sometimes
with interactivity if required. The best part of the standard creatives are
they give us the best possible creativity on the Ad with lesser size than other
heavy creatives. The reasonable file size makes it commonly used. An example is
shown below.
EXPANDABLE Ads:
These are the special kind of flash
(generally) or HTML creatives. These have the behavior of expanding on clicking
on the collapsed banner by the user. As the user clicks the collapsed creative,
the size of the banner automatically changes to bigger of the collapsed one
which is called as expanded unit, as the creative is enlarging or expanding,
hence called as expandable Ads. Expandable Ads are always user initiative,
whether by clicking on it or just by hovering over the banner. Ex: 728×90
banner (collapsed) expands to 728×300 (expanded).
ROLL-OVER Ads:
A roll-over ad (sometimes called a
mouse-over ad) is an online advertisement that appears to be a static image
until the cursor touches the
image and activates it. Movement of the cursor over the image is known as
a roll-over. In the case of a
roll-over ad, activation usually causes an expansion of the ad. These
Ads are the kind of expandable Ads, which expands on roll-over and not by
clicking on it. The collapsed unit normally has the message saying “roll-over
to know more” or “roll-over here”, etc.
Example of Roll-Over banners:
Fig : Collapsed Unit
Fig : Expanded
unit
HTML BANNERS:
A banner ad using HTML elements,
often including interactive forms instead of (or in addition to) standard
graphical elements. It’s the another most common form of rich media,
the use of HTML banners has reduced a bit but is still the safer as these run
without creating any problems. All other rich media ads are displayed using
HTML only so running HTML banner itself can be easy way. HTML ads can also
include JavaScript. HTML banners are often used for menus and search
boxes, allowing interaction before the visitor even reaches the destination
site. This interactivity often results in higher response rates than purely
graphical banners, and it might draw response from visitors who do not normally
click on graphical banners.
Example of HTML BANNERS :
FLOATING Ads:
A floating ad is a type of rich media Web
advertisement that appears uninitiated, superimposed over a user-requested
page, and disappears or becomes unobtrusive after a specific time period
(typically 5-30 seconds). The most basic floating ads simply appear over the
Web page, either full screen or in a smaller rectangular window. They may or
may not provide a means of escape, such as a close button. More sophisticated
versions can come in any shape or size and include sound, animation, and
interactive components. Floating ads use a variety of technologies, such as a
combination of Flash and dynamic
HTML (DHTML), and may have the ability to display differently according to the
user's browser capabilities. These ads are
the ones which hover over the content of a webpage. As you open any webpage, an
ad appears in front of you as if it’s floating and having no base. These kind
of ads may disappear after some seconds automatically or by clicking
on the close button on it. These are called floating only because they don’t
have any base. These ads are impossible to ignore as when it suddenly comes on
the page it attracts the user attention automatically, but because of this
feature only it is considered to be an annoying Ad too.
Example of FLOATING Ads banners:
INTERSTITIAL Ads:
Interstitial ads are full-page ads that
appears before the destined webpage. They can be further classified as
prestitial ads or interstitial ads. A prestitial ad (splash ad, welcome ad)
displays before the homepage and an interstitial ad displays between two
content pages. Both types work the same way. With Ad Speed, you can display any
ad or zone as an interstitial ad. Interstitial means “in between”! An
interstitial ad is a kind of full-page ad that appears before the actual
webpage. The Interstitial ads are a way of placing full page messages
between the current and destination page.
VIDEO Ads:
These kind of the Ads are the flash ads having
video on it. You can play, resume and pause the ad. These ads require a good
bandwidth which is generally possible at today’s time. Video ads have increased
in popularity a lot as it attracts user attention.
There
are many different options when it comes to video advertising. Here’s a quick rundown of the most common
ones:
Linear Video Ads: More commonly known as pre, mid and
post-roll ads, linear adstake over the full video player space.
They're linear because they run in line sequentially with the content, for
example a pre-roll will appear as (ad-video); a mid-roll will be
(video-ad-video) and a post-roll will appear as (video-ad). Linear
ads can be 15 or 30-seconds long and do not allow for fast
forwarding through the ad.
Interactive
Video Ads:
These
ads completely take over the screen and pause the video
content while they play. They allow a variety of interactions, like
clicking for more information, signing up for a newsletter etc., and are
usually a mix of video, animation or static images as well as interactive
elements. They can show up before, during or after the content plays
and are generally 15-30 seconds in duration.
Overlay
Video Ads:
These
ads run simultaneously with the video content, usually in the form of an
interactive banner ad in an overlay. Clicking on these ads pauses the
content and the ad opens in a full screen player.
Generally, a non-linear video ad will run for 5-15 seconds before rotating to
another ad or reducing in size.
Companion Video Ads:
Companion ads, by definition, play
alongside the video. They are displayed in the web page around
the video player and often take the form of display banner ads. They offer a
persistent visual for a brand or product while the video is being watched, without
taking up video player space. They can include text, static images or rich
media.
SIDEKICK:
The
Sidekick is a combination ad unit, consisting of a 300x250 unit with a call to
action to expand, and an 850x700 unit which expands from the right side of the
page, pushing page content to the left. Closing the expanded portion retracts
the page content to its original position.
Sidekick ads can be considered as expandable ads, as when you click on the collapsed banner, the content of the page are pushed left to make room for an extra-large unit which is an expanded unit (also called sidekick unit) of the ad to be shown. It is called as Sidekick as it kicks the content side wise showing the expanded Ad. Really cool, and a groundbreaking media first.
For example you can see this video:
PUSH DOWN Ads:
A push-down creative is a type of expanding ad
that pushes down the content of a webpage when the creative expands, moving the
site out of the way to display the Ad. A push-down ad expands downwards upon initiation,
pushing the site content down with it. It comprises of two stages: CLOSED and
OPEN, when it is in collapsed state it is at its CLOSED state and as someone
hovers or clicks on the ad , the ad expands and this state is called as OPEN
state. Basically what happens is when a user clicks or hovers over the banner,
a JavaScript Function is called that expands a new DHTML layer that exposes the
entire flash file.
The Pushdown Banner is a
highly interactive, rich media ad unit that provides impactful branding and
direct-response opportunities. This premium position ad unit beneath the
navigation bar provides ongoing visibility, even when collapsed. As one of the
largest ad units available, the Pushdown Banner can support a more detailed
message through the use of streaming video and multiple targeted links to your
offers. It can also support an interactive form for capturing user contact
information.
The main features of push down ads are:
1. Expanded window
can include video element, downloadable links, etc.
2. Ad auto
initiates expansion.
3. High impact,
high click-through ad unit.
4. The expanded
unit will not auto-close after animation ends.
5. For ads with
video, the video will restart each time the expanded unit is opened.
6. Clicking on any
area of the collapse ad will expand the unit and play the animation once more.
7. Clicking the
‘Collapse’ button on the expanded unit allows viewers to stop the ad at any
point of the animation and reverting it to its collapse form.
FLOOR Ads:
The Floor Ad has a prominent placement at the
bottom of the screen and overlaps the content across the entire width of the
page. It does not move when the user scrolls up or down, and expands to at
least twice its size on mouse over. This fun effect gets users directly
involved in the ad and significantly boosts brand loyalty. Floor ads are
the one seen at the bottom most place of the webpage. These Ads sits at
the bottom of the page, filling 100% of the browser width with interactive,
Rich Media content. Whether a user scrolls the page or re
sizes the browser window: The Floor Ad serves as a constant access
point for users to engage with brands, i.e. the ad is shown at bottom of the
screen taking all the space horizontally, the ad keeps on moving down as
the user scrolls down the webpage. As the user keeps the cursor on the ad for
some seconds or clicks the ad, it expands having video content or some more
interactivity. The Floor Ad, the can be closed by the user at any
time.
Features of Floor ads:
1. Is always
positioned at the bottom of the page.
2. Can have a
fixed width or be set as wide as the browser window (“100% wide”).
3. Always expands
bottom up, either on mouse rollover or on click.
4. Close button is
present at both collapsed and expanded unit.
5. Highly
interactive and attention grabber ad. For reference, see the image below for
practical approach:
FILMSTRIP:
The Filmstrip is a 300x600 unit, divided into 5 modules. The
user can page back and forth between these modules using onscreen buttons. The
template is configured to store the last frame viewed by the user as local
data, so the next time the unit is loaded, the next frame in the sequence will
be loaded.
I It’s an innovative new ad format from
Microsoft Advertising. Basically filmstrips are the long thread of banners
which users can scroll to see more, it’s a nice storytelling concept ad
with non-interruptive advertising. Filmstrip ad initially displays as a
standard 300×600 unit, with buttons to scroll through a series of five
sequential ads that provide a total creative canvas of 300×3000, clicking on
the scroll-er, the next ad is open, similarly next on next giving some
sequential messages to the users. It’s a nice way to convey any message to the
users, quite innovative and a great concept is filmstrip.
Features of Filmstrip
Ads:
1.Combines
storytelling with non-interruptive advertising.
2.Size is always 300×600
plus five sequential ads, so (5 x (300×600)).
3.It can have
different URLs for all five different panels(ad).
4.Generally
user initiative always. You need to click to see next panels.
Please refer the
below image to get the practical approach:
Sample
Video for reference:
PORTRAIT Ads:
The Portrait is a 300x1050
module, comprised of multiple content modules, arranged vertically. These
modules can display a range of content and rich media. The header contains 40
pixels of space for logo and branding. The main module, the largest at 460 pixels,
is ideal for large, attention grabbing images. It is then followed by two
secondary modules, each 220 pixels high. At the bottom of the unit, a 35-pixel
high footer is reserved for text content, ideal for a call to action.
Portraits may also be
built as expanding units, in which the module in the main unit contains
preliminary content and a call to action, with user interaction displaying the
expanded version of the module with full content. Expanded modules are built as
separate files, as with our standard expanding banners.
These Ads developed by AOL which got approved by IAB last year February are always seen at the right side of the webpage using large ad space but divided into three panels and each panels can be used for different media like video, or animations or any applications, etc. It’s a great attention-grabbing, engaging ad format. Due to its bigger size and better interactivity options the user don’t have to leave the page as advertiser can show up all kind of message through this ad itself. Generally, the size of portrait ads is 300×1050 which can expand to 600×1050. The best part is every panel can also expand as per their respective base banner, i.e. the first panel expands differently, second differently and third too. Hearst was the first publisher to start selling this ad.
Features of portrait
ads:
1.Size is 300 x 1050
generally
2.segmented into 3
panels.
3.Portrait Ads
attracts attention 35% faster than competiting units.
4.All three panels
can have their respective expansion, 1st panel can expand by 613×460 while
other two panels can expand by 405×303.
5.Strongly
outperforms other options in the marketplace (300×250 & 300×600) both quantitatively and qualitatively.
Different panels on
web page are seen as below:
Please
see the slides below to know the appearance of portrait ads on site:
http://www.youtube.com/watch?v=sI7GapOdl24&w=560&h=315
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