Showing posts with label Mobile Advertising. Show all posts
Showing posts with label Mobile Advertising. Show all posts
Friday, September 1, 2017
Thursday, August 31, 2017
The proliferation of mobile devices in our everyday lives is driving changes in how companies advertise. Today, if an advertiser wishes to reach a specific market, it pays to explore ways of advertising directly to smartphones and other mobile devices. Mobile advertising is not only creating new ways for advertisers to provide personal, targeted content, but is also creating new areas of competition for businesses wishing to stay relevant. Despite being a relatively new technology used by advertisers (believe it or not, the first iPhone was released less than 10 years ago), it seems as if mobile ads have been popping up on our digital devices much longer than they actually have. Of course, this is due to the lightning-fast pace of the advertising industry in general, plus the constant innovations in the mobile ad sector that make it feel as if the technology has been around for ages.
The Origin of Mobile Marketing:
As mobile marketers and digital advertising professionals, you likely don’t think much about the history of mobile advertising, because you’re scrambling just to stay on top of the latest mobile ad trends for your clients.
But, we think it can be especially beneficial for you to understand what makes mobile advertising such an important (and effective) piece of your marketing plan — and knowing the history and evolution of mobile ads can make you appear much more knowledgeable. Honestly, who wouldn’t want to look smarter to their clients?
When Motorola released the first mobile phone in 1973, it likely did not foresee the rapid changes that would drive innovation in the decades that followed. While the Internet was created a few years before, it was in the 1990’s that organizations began to create their own websites as digital profiles for domestic consumers.
In 1993, the first online banner ad was created, providing advertisers their first forays into digital advertising. 1994 saw the creation of the first QR codes, where links to specific web-pages could be coded into black and white graphics on signs, billboards or magazine pages. In 1996, the first mobile phones with Internet access were released, granting users the ability to directly access company stores and web-pages from their devices.
By the time the first Mobile Ad Conference was held in 2000, it had become clear that digital advertising to mobile consumers was poised to become the future of how we interact with content.
2000: The First Mobile Ad is shared via SMS
The innovations in Short Message Service (SMS) texts that were offered to the masses in 2000 not only helped shy girls and introverts (and anyone who hates talking on the phone) communicate effectively, the mobile data service also helped show advertisers the potential of incorporating SMS technology into their advertising strategies.
Though SMS wasn’t adopted by advertisers until the year 2000, mobile data services were introduced nine years earlier in Finland by Radiolinja (now Elisa) on the 2G GSM standard — the world’s most common mobile technology. The first person-to-person text message was actually sent in December 1994, and during the late 90s “texting” amongst peers grew in a gradual pace.
It would actually take six years before the first case of advertising would appear on this new data media channel.
A Finnish news provider decided to utilize the technology; offering free news headlines via SMS, sponsored by advertising. This led to more experimental mobile ads and mobile marketing initiatives, which also resulted in the world’s first mobile advertising conference in 2000 that was sponsored by the Wireless Marketing Association (now the Mobile Marketing Association).
2002: SMS Becomes the Newest Mass Media Channel
Because SMS was such an unobtrusive means for advertisers to communicate their brand messages, mobile phone companies, advertisers and the media industry all took notice of the emerging technology.
Media and mobile experts began calling SMS the “seventh mass media channel” and thought the possibility of time-sensitive and location-based advertising would surely boost their bottom line.
And they were right.
Companies large and small started using SMS to send customer loyalty offers and exclusive promotions.
Event venues began with concert announcements. And media outlets sent news alerts supported by ads. It was a good strategy because SMS providers guaranteed reliable delivery to consumers.
The effectiveness of SMS advertising in certain markets was — and continues to be — a dominating mobile ad strategy.
The success of SMS has also led to significant developments in mobile technology. To be specific, that smartphone you’re likely reading this article on right now wasn’t just created for on-the-go web browsing abilities, but also a means for advertisers to capture the attention of even more mobile users; whether they’re playing Angry Birds, taking Instagram selfies or surfing the mobile web.
2007: Smartphones Start Getting Smarter
The release of the first iPhone in 2007 was a game-changer for both the mobile and advertising industries.
While the iPhone wasn’t the first smartphone (remember Palm OS, Blackberry and their styluses?) Apple’s smartphone technology redefined the industry; changing mobile user behavior by creating a product and OS that not only helped consumers in their professional lives, but also added entertainment value.
However, when mobile advertising was introduced on smartphones, the ads themselves weren’t exactly the well-designed.
You may recall the first mobile browser ads from the early iPhone days: the user experience was clunky, and let’s face it: The ads were ugly and annoying.
This is because advertisers would often use desktop browser ads and then reformat them for use in mobile web browsers.
Because the response to this tactic was dismal at best, it prompted advertisers to use better mobile advertising technologies and creative studios who built the ads “mobile first.”
When the iPhone 3G arrived just a year later, the App Store was introduced, allowing users to leave mobile web browsing behind and use mobile apps instead.
The word caught on to developers that mobile apps were in high-demand, and many of the first mobile apps were free to users, supported by mobile advertising.
As capabilities grew to include interactive gaming and GPS technology, mobile ads began incorporating these features for a more engaging user experience all around.
2010s – Present: Mobile Ads Continue to Evolve
In 2010, the first iPad was released, and the size of the U.S. mobile advertising market had increased to $1.45 billion. And by 2012, smartphone technology caught on like wildfire, so the mobile advertising industry also had to evolve rather quickly.
By 2014, it became increasingly important for developers to include mobile advertising within apps to create seamless experiences. This is because users were spending more of their time playing Candy Crush on social media apps, and the browser was quickly becoming an afterthought.
In fact, by 2015 consumers were spending 88% of their online time in-app.
To achieve the best possible user experience, mobile advertising companies began offering a variety of mobile ads like interstitial ads, overlay ads — and, my personal favorites — native and video ads; all of which create higher engagement with users.
Gone are the days of those clunky reformatted banner ads. And today, these new, and well-designed ad types are still evolving — and appeasing both advertisers and consumers alike.
What’s next in Mobile Advertising?
The mobile advertising industry has made some incredible advancements since the days that I sent my first flirtatious texts.
Mobile devices now play a key role in our everyday lives; from scheduling meetings while on the go, to online shopping and even staying on track with our fitness goals.
Industry experts predict that mobile video ads will take over our screens as more users shift their eyes from TV sets, to watching their favorite shows on mobile apps. Others say that native ads will continue to see significant momentum, offering users even more seamless experiences.
These mobile ad types and others could even lead to consumers instilling their trust in advertisers. Who would have ever thought we’d see the day that this happened? But, it’s happening. And the industry is just getting started.
Mobile Advertising and Platform:
Mobile advertising is a method of advertising that appears on mobile devices such as smart phones, tablets or PDAs that have wireless connections. Advertising can take place as text ads via SMS or banner advertisements that appear embedded in mobile web site, in downloaded apps or in mobile games.
A mobile advertising platform is a third-party network that allows advertisers to publish text, graphic or animated advertisements on mobile websites and applications. A mobile advertising platform provides a mechanism that facilitates the monetization of sites and applications through targeted advertising channels designed to gain revenue from the traffic of mobile users.
A mobile advertising platform is an intermediary between mobile publishers and advertisers and works like a typical Internet advertising platform, where advertisers promote and advertise products through related mobile sites and applications. A mobile advertiser pays a set publishing fee for each site generated action that benefits the advertiser. A mobile advertising platform tracks all actions and activities and manages advertiser-publisher billing. Actions may be in the form of display ad clicks, views, leads or sales generated by the publisher's site. These actions serve as the mobile advertising platform's core business model, which include billing models like cost-per-click (CPC), cost per impression (CPI or CPM) and cost-per-sale or action (CPS or CPA).
Mobile Ad Types:
- Banner
Still the most popular mobile ad format, the banner ad uses a “banner” at the top or bottom of the screen which features relevant text and graphics. Banner ads rely heavily on brand recognition, with little space to provide detailed information. It’s a simple and safe way for a brand to get their name and product viewed by as many people as possible.
- Native
Native ads are ads that don’t really look like ads. Rather than present a banner with relevant information, native ads attempt to seamlessly integrate with the publisher’s app. The ad format mimics that of the original app format for optimal user experience.
- Video
Video ads are simple in their concept yet complex in their execution. They are literally videos that play either while a user opens or interacts with a mobile application. They require a substantial budget, but offer a high level of user engagement.
- Interstitial
Interstitial ads are interactive ads that display across the entire screen, often while an app is loading or after an app is closed. Interstitials offer users a chance to partake in high-level engagement with an advertisement’s product, often featuring compelling and creative call-to-actions.
- Rich Media
Interactive, highly dynamic ads that are limited only by the advertiser’s creativity (and budget). Rich media ads specialize in creatively engaging with users to generate high CTR and conversions. Rich Media has already begun to demonstrate the power of it through various successful campaigns with big-name clients like Proctor & Gamble and Expedia.
Opportunities and Universality:
We are now in a mobile-first media consumption and advertising environment. Mobile continues to be at the forefront of digital advertising growth in the globe highlighting it as a priority for advertisers, agencies, and publishers. The global mobile ad market has not only benefitted from the rapid smartphone adoption in emerging markets but also better ad targeting capabilities in mature markets.
The best part of mobile advertising is that the cellphone is an extremely personal device. Typically, one smartphone has only one unique user. This inimitable feature of mobile advertising has made it invincible as advertisers can enjoy precisely targeted communication channel. Thus campaign effectiveness and response rate get much higher than the other media. The testability, precision, interaction, integration and immediate response that can be extracted from a mobile device user is splendid and advertisers really enjoy advertising their products here as advertisers can have a clearer notion regarding the customer base and their taste.
On July 2017, IAB released its worldwide study of smartphone owners, which found that 1 in 5 smartphone owners worldwide use their device every 5 minutes, and nearly half of all users are motivated to react to ads after seeing them on mobile. Today, IAB, IAB Europe, and IHS Markit are jointly releasing research that shows that the powerful relationship consumers worldwide have with their mobile devices is translating into mobile’s continued growth as a profoundly important marketing platform.
Exclusive “Nice to Have” Aspects:
- Haptics
Getting a consumer to watch a mobile video ad all the way through to the end is certainly a “win” for a marketer; it shows a level of engagement and commitment to the creative and to the brand. And of course there is the exposure to the end card, which gives them an opportunity to interact and take action – opening them up to multiple campaign KPIs. But if the viewer chooses to replay the video, that demonstrates an even deeper connection, because they are actively seeking more exposure and understanding of the ad message.
Haptics, or vibration, in mobile ads, runs so far that video ads enhanced with haptic effects had higher click-through rates, with some “haptified” ads getting as much as 220% higher CTR than those without. Other metrics, such as positive sentiment and ad recall, also improve. Experience a HAPTIFIED ad here: https://vimeo.com/157625569
- VR
Virtual reality has been an emerging subject matter in this industry from 2016, and is only beginning to mature as an immersion tool. One way that marketers can do this is to think of the smartphone as a lens through which the consumer “sees” the world – and unlike other digital mediums, it is completely free in its movement. Looking up and down, side to side, the mobile user can get a sense of freedom in their experience, and that feeling of “choice” will empower them further to take action within and after the ad experience is over. Experience a VR ad here: https://vimeo.com/162983050
Revenue and Numbers:
This new research found that global mobile advertising revenue surged to $83bn (€63bn) in 2016. This marks an uptick of 60.5 percent from $52bn (€39bn) in 2015.
From a format perspective, the study found that:
- Mobile display both saw the highest growth rate, at 64.3 percent, as well as drove both the most investment (at at €34bn ($45bn) globally, a 54 percent share of total mobile spend globally).
- Mobile search was a close second, both in terms of growth (up 61.1 percent), as well as in spend (at €27bn ($36bn) globally, a 42.8 share of total global mobile spend).
- Messaging (SMS/MMS) grew by 11.2 percent, as users migrated from operator-owned messaging services to app-based messaging platforms, though it remains a smaller format in absolute currency terms, generating €1.9bn ($2.6bn) and representing 3.1 percent share of total mobile spend globally.
You are recommended to check this link out. Figures and charts always narrate the scenario better than it does a description: https://www.iab.com/wp-content/uploads/2017/07/IHS-Markit-Global-Mobile-Ad-Revenue-Report-2016.pdf
WHAT IS ONLINE ADVERTISING DISCREPANCY?
It is the difference between numbers reported by a media owner/publisher and a third-party ad server which will generally differ between the publisher and the 3rd party ad server as the technology used is different at both end.
DISCREPANCIES IN MOBILE ADVERTISING:
Discrepancy to occur is common when you are playing with Network (Internet), we were already trying to figure it out that what is the major reason for discrepancies in Web Advertising and then we came up with the same questions in Mobile Advertising now. Discrepancy is a big problem that online advertising is going through from initial stage and is still being researched to lower the numbers as much as possible as it causes issues with reporting, billing, and of course overall performance. The more or less the reason behind the discrepancy is same in mobile advertising as it was for web advertising.
REASONS FOR DISCREPANCIES IN MOBILE ADVERTISING:
SOLUTION OR STEP THAT CAN MINIMIZE DISCREPANCY:
As this is has become a major concern IAB has started to give a deeper attention towards it and decided to form a proper guidelines which when followed may lead to minimize the discrepancy to quite some extent. They have already started this with initiatives like guidelines for MRAID, Mobile Web Measurement Guidelines and the Mobile Phone Creative Guidelines.
DISCREPANCY TOLERANCE:
The IAB recommends a tolerance of 10% for discrepancy based on the publisher's figures.
Steps or Basic checks that can be useful to reduce discrepancies or say HOW CAN WE REDUCE DISCREPANCY?
It is the difference between numbers reported by a media owner/publisher and a third-party ad server which will generally differ between the publisher and the 3rd party ad server as the technology used is different at both end.
DISCREPANCIES IN MOBILE ADVERTISING:
Discrepancy to occur is common when you are playing with Network (Internet), we were already trying to figure it out that what is the major reason for discrepancies in Web Advertising and then we came up with the same questions in Mobile Advertising now. Discrepancy is a big problem that online advertising is going through from initial stage and is still being researched to lower the numbers as much as possible as it causes issues with reporting, billing, and of course overall performance. The more or less the reason behind the discrepancy is same in mobile advertising as it was for web advertising.
REASONS FOR DISCREPANCIES IN MOBILE ADVERTISING:
- DIFFERENCE IN TRACKING METHOD – Generally all the third party tracking is done by a pixel firing once the landing page has fully rendered while the ad serving platforms track clicks when the user clicks on the banner irrespective of the outcome of the action which will for sure create a difference in the numbers at the end.
- CACHE BUSTING – We all know that an ad can be served or reused using the cache so as to save that, a cache buster (e.g. a random number) which prevents the reuse would be implemented with the 3rd party tag to save the discrepancy.
- TIME ZONE DIFFERENCE – Different vendors may provide reports in different time zones. This is especially problematic with short campaigns and to avoid this problem it is important to make sure you’re comparing these figures within the same time zone.
- TERMINOLOGY – The terminology used during the approval of the campaign should be noticed so that it is same and no confusion is formed, the metrics used may have a slight difference with the meaning for different parties which may causes inconsistency in report thus discrepancy can occur, best example: Impressions can be counted differently by the parties involved like impressions count on ad call or impression count on server call or impression count on view only, etc.
- CONNECTION PROBLEM – As mobile device not being a fixed connection , connectivity can be an issue at times as mobile may get out of network range as the page is about to load, in this scenario ad server may register an impression but site does not.
- THIRD PARTY TAGS – The 3rd party tags should be compatible with the publisher’s SDK (software development kits), if not applicable the ad may break and may show blank impressions resulting in discrepancies.
SOLUTION OR STEP THAT CAN MINIMIZE DISCREPANCY:
As this is has become a major concern IAB has started to give a deeper attention towards it and decided to form a proper guidelines which when followed may lead to minimize the discrepancy to quite some extent. They have already started this with initiatives like guidelines for MRAID, Mobile Web Measurement Guidelines and the Mobile Phone Creative Guidelines.
DISCREPANCY TOLERANCE:
The IAB recommends a tolerance of 10% for discrepancy based on the publisher's figures.
Steps or Basic checks that can be useful to reduce discrepancies or say HOW CAN WE REDUCE DISCREPANCY?
- SAVE TRAFFICKING ERRORS– As trafficking of tags being a manual process there is always the possibility of human error which may cause a higher discrepancy. When implementing tags watch out for some common errors including:
- Failing to copy and paste the entire 3rd party tag.
- Not implementing the correct cachebuster or timestamp.
- Using incorrect 3rd party tag (JavaScript vs. i-frame in accordance with ad calls on the page).
- Difference between campaign run dates from 3rd party to publisher.
- HEAVY CREATIVES – Please try to avoid using heavy creative (heavy rich media ads) as using heavy assets will increase the load time of ad and website which may also result into discrepancy. Follow the guidelines provided by IAB.
- HEAVY WEBPAGES – The way heavy creative leads to discrepancy, similarly heavy webpages can also as ads have related effects of webpage loading time. So having a less page weight will also reduce the discrepancy, keep an eye on the webpage loading time also.
- TESTING – Most important check that can play a main role in saving discrepancy is proper testing. A Comprehensive pre-launch testing, in conjunction with all tracking partners, to check for discrepancies before the campaign goes live will be great, also checks should be performed across a range of different mobile devices, and mobile ad formats, that represent the current mobile landscape.
- COMPATIBILITY – The compatibility of the advertiser’s third party tags with the publisher/ Ad Networks or Real time bidding platform server should always be checked beforehand.
- TRUSTED AD SERVERS – Make use of the trusted and known ad servers only.
- CHECK THE TIMEZONE OF THE REPORTS – As discussed earlier difference in time zone affects in data reporting which may lead to discrepancy so keep a check on the time zone of the different reports, it should always be same.
- CLEAR COMMUNICATION b/w ALL PARTIES – Make sure that metrics are being defined the same by all parties involved, and therefore reporting is accurate.
- BROWSER ISSUES – One of the issues can also be browser compatibility so before making the campaign live the ads should be tested on all the version of browsers so that the ads are displayed perfectly in live environment. E.g. JavaScript support, ad is not breaking or breaking the publisher page
- REDIRECTION OF AD CALLS – Try to ignore more number of redirections as Redirecting Ad calls can also be a cause for discrepancy as these ad calls are being called using a 302 redirect.
Reasons:
- If there are characters inside the URL chain that the browser does not understand the URL might not be able to resolve to the correct location.
- The parsing code that is being used extract the data can break the chain so that no redirect can follow-through – to be able to correct this it is always a good to escape the URL so that the browser can understand characters that are not browser friendly and also the parsing code used by the 3rd or 4th party is able to process the strings correctly
- There is a limitation in Internet Explorer that limits any URL to 2083 characters, by adding more and more URLS to a redirect chain may cause the URL to exceed this character limitation and there for break and redirecting will not be able to follow through.
- Each URL in the chain gets fired one after the other in a chain, and each URL gets parsed and then will continue on to the next URL and so on. If the user closes the browser window while this process is running, the redirecting will stop and not all parties will count.
- IMPLEMENTATION OF STUB (small program) FILE – When using an I-frame to load the ad and the ad is expandable or may run out of the frame the publisher needs to implement a stub file which will make this possible as iframe ads don’t show beyond their frame. If this stub file is no implemented properly it will result into breaking of the ad and loading issue which will result into discrepancy
What is Rich Media?
Rich Media Ads have gone so popular in the market and so the list of RM developers is increasing too. I have shared the known ones below with short information about the company.
AdXcel applications push the limits of traditional Rich Media advertising by combining Dynamic Targeting, Rich Media and Interactivity. All delivered in a single ad unit over any media inventory.
Adxcel platform allows advertisers to rapidly create data driven dynamic multilayer interactive IAB compliant ads/applications. Targeting multiple consumer segments in real time, optimizing messaging and content distributed over low cost media inventory across multiple channels, including web, online, mobile and social.
Company Website
Amobee is the world’s leading mobile advertising technology company that offers comprehensive mobile advertising solutions to large mobile publishers, network operators and advertisers, achieving unparalleled results.
Company Website
Bonzai is a world-class rich media creation platform for crafting immersive ad experiences on mobiles and tablets. Agencies, publishers and ad networks have easily created award-winning mobile creatives and widely published ads across leading inventories in realtime with our support. Our comprehensive reporting dashboard ensures that performance is effectively monitored, tracked and analysed.
Company Website
Celtra provides a Web based self-service platform for creation, ad trafficking, tracking and optimization of rich media mobile display advertising ads. Celtra’s AdCreator allows publishers, ad networks and media agencies to easily create distribute and measure rich media ads across all major OS platforms and numerous mobile devices.
Company Website
Crisp Media is a leading provider of premium mobile advertising technology, media and services to brand advertisers, agencies and publishers. Crisp is a founding member of the Open Rich Media for Mobile Advertising (ORMMA) specifications group, which helped to define the widely accepted MRAID standards now established by the IAB.
Company Website
DoubleClick Studio is a tool used to create rich media ads that are trafficked through DoubleClick for Advertisers (DFA) and DoubleClick for Publishers (DFP).
Company Website
EyeWonder, Inc. The company was formerly known as XstreamNet. EyeWonder, Inc. was founded in 1999 and is based in Atlanta, Georgia. It provides interactive digital advertising products and services in the United States. The company also provides online video and rich media advertising solutions.
Company Website
Greystripe is the leading mobile advertising platform that provides smarter mobile solutions through full-screen ad formats, world-class data and proprietary cross-device targeting capabilities.
Company Website
InMobi builds mobile-first technology platforms that leverage advances in big-data, user behavior, and cloud-based architectures to simplify mobile advertising.
Company Website
Jivox technology enables agencies, brand advertisers and publishers to deliver highly engaging video advertisements — yielding significant uplift to campaign performance via interactive and social sharing widgets. Paired with advanced targeting, optimization and campaign tracking, Jivox provides an unparalleled video advertising solution.
Company Website
justAd develops the leading self service advertising platform that enables advertisers to create highly engaging rich media ad campaigns for mobile and tablet devices, without the need for custom coding, server-certification nor testing.
justAd Studio, the company’s ad production platform for the creation of IAB standard and bespoke ad units, is being used by hundreds of advertising professionals around the world – from DSPs, mobile ad networks and full service agencies to SSPs, mobile publishers and web publishers. In 2014 alone, customers created more than 200 ad campaigns using justAd Studio – 80% of those were totally self-serviced.
Company Website
Medialets is a third-party ad serving and rich media ad platform that enables brands, agencies and publishers to more effectively create, deliver and measure mobile and tablet campaigns. Medialets’ technology, which is built expressly for mobile, is supported by comprehensive services and a seamless workflow that transforms complex mobile ad executions into measurable and meaningful results.
Company Website
Millennial Media is the leading independent mobile advertising and data company. Millennial Media commands an impressive share of the mobile display advertising market.
Company Website
PointRoll is the leading multi-screen digital advertising technology and services company that advertisers, agencies and publishers turn to when they want great creative, robust ad delivery, exceptional results and a consultative partner to help them build once, publish everywhere, and measure everything.
Company Website
Rhythm connects brand advertisers with highly engaged mobile audiences by selling and serving video, rich media and other immersive advertising formats
Company Website
Theorem is a pioneer and leader in offering online media operations, reporting and analytical services to the digital marketer. Unlike many generic outsourced service providers, Theorem was founded in 2002 with the vision of being a domain expert in online marketing space and delivering world class service to some of the most sophisticated marketers in the world.
Rich Media Ads have gone so popular in the market and so the list of RM developers is increasing too. I have shared the known ones below with short information about the company.
- ADEXCEL:
Adxcel platform allows advertisers to rapidly create data driven dynamic multilayer interactive IAB compliant ads/applications. Targeting multiple consumer segments in real time, optimizing messaging and content distributed over low cost media inventory across multiple channels, including web, online, mobile and social.
Company Website
- AMOBEE:
Amobee is the world’s leading mobile advertising technology company that offers comprehensive mobile advertising solutions to large mobile publishers, network operators and advertisers, achieving unparalleled results.
Company Website
- BONZAI:
Bonzai is a world-class rich media creation platform for crafting immersive ad experiences on mobiles and tablets. Agencies, publishers and ad networks have easily created award-winning mobile creatives and widely published ads across leading inventories in realtime with our support. Our comprehensive reporting dashboard ensures that performance is effectively monitored, tracked and analysed.
Company Website
- CELTRA:
Celtra provides a Web based self-service platform for creation, ad trafficking, tracking and optimization of rich media mobile display advertising ads. Celtra’s AdCreator allows publishers, ad networks and media agencies to easily create distribute and measure rich media ads across all major OS platforms and numerous mobile devices.
Company Website
- CRISP MEDIA:
Crisp Media is a leading provider of premium mobile advertising technology, media and services to brand advertisers, agencies and publishers. Crisp is a founding member of the Open Rich Media for Mobile Advertising (ORMMA) specifications group, which helped to define the widely accepted MRAID standards now established by the IAB.
Company Website
- DOUBLECLICK STUDIO:
DoubleClick Studio is a tool used to create rich media ads that are trafficked through DoubleClick for Advertisers (DFA) and DoubleClick for Publishers (DFP).
Company Website
- EYEWONDER:
EyeWonder, Inc. The company was formerly known as XstreamNet. EyeWonder, Inc. was founded in 1999 and is based in Atlanta, Georgia. It provides interactive digital advertising products and services in the United States. The company also provides online video and rich media advertising solutions.
Company Website
- GREYSTRIP:
Greystripe is the leading mobile advertising platform that provides smarter mobile solutions through full-screen ad formats, world-class data and proprietary cross-device targeting capabilities.
Company Website
- INMOBI –STUDIO:
InMobi builds mobile-first technology platforms that leverage advances in big-data, user behavior, and cloud-based architectures to simplify mobile advertising.
Company Website
- JIVOX:
Jivox technology enables agencies, brand advertisers and publishers to deliver highly engaging video advertisements — yielding significant uplift to campaign performance via interactive and social sharing widgets. Paired with advanced targeting, optimization and campaign tracking, Jivox provides an unparalleled video advertising solution.
Company Website
- JUSTAD:
justAd develops the leading self service advertising platform that enables advertisers to create highly engaging rich media ad campaigns for mobile and tablet devices, without the need for custom coding, server-certification nor testing.
justAd Studio, the company’s ad production platform for the creation of IAB standard and bespoke ad units, is being used by hundreds of advertising professionals around the world – from DSPs, mobile ad networks and full service agencies to SSPs, mobile publishers and web publishers. In 2014 alone, customers created more than 200 ad campaigns using justAd Studio – 80% of those were totally self-serviced.
Company Website
- MEDIALETS:
Medialets is a third-party ad serving and rich media ad platform that enables brands, agencies and publishers to more effectively create, deliver and measure mobile and tablet campaigns. Medialets’ technology, which is built expressly for mobile, is supported by comprehensive services and a seamless workflow that transforms complex mobile ad executions into measurable and meaningful results.
Company Website
- MILLENIAL MEDIA/JumpTap:
Millennial Media is the leading independent mobile advertising and data company. Millennial Media commands an impressive share of the mobile display advertising market.
Company Website
- POINTROLL:
PointRoll is the leading multi-screen digital advertising technology and services company that advertisers, agencies and publishers turn to when they want great creative, robust ad delivery, exceptional results and a consultative partner to help them build once, publish everywhere, and measure everything.
Company Website
- RHYTHM NEW MEDIA:
Rhythm connects brand advertisers with highly engaged mobile audiences by selling and serving video, rich media and other immersive advertising formats
Company Website
- THEOREM CREATION:
Theorem is a pioneer and leader in offering online media operations, reporting and analytical services to the digital marketer. Unlike many generic outsourced service providers, Theorem was founded in 2002 with the vision of being a domain expert in online marketing space and delivering world class service to some of the most sophisticated marketers in the world.
Rich Media has played such an important role in online advertising, bringing the normal banner ad from highly interactive ad, RM has also played an awesome role in Mobile advertising bringing so much of verities, today there are so many of RM ads provider like Amobee, Celtra, Phulant, etc.
Though Mobile is not much different of desktop advertising, but still has features different and with some limitations too. Let’s see the different RM ads that we can have in Mobile:
What is Rich Media?
Though Mobile is not much different of desktop advertising, but still has features different and with some limitations too. Let’s see the different RM ads that we can have in Mobile:
- Animation Ads:
- 3 Dimension Ads:
- Click or Tap to call Ads:
- Social Bookmark Ads:
- Swipe Ads:
- CPD Ads:
- Drag Ads:
- Dynamic Location Overlay banner:
- Shake Ads:
- Map Ads:
- Camera Ads or Instagram Ads:
- Twitter Feeds Ads:
- Wipe Ads:
- Paint Ads:
- Gaming Ads:
What is Rich Media?
RICH MEDIA – Digital Interactive media
DEFINITION:
DEFINITION:
The advertisements with which users can interact in a web-page format are rich media’s. They may appear in ad formats such as banners and buttons, as well as transitional‘s (interstitial‘s) and various over the- page units such as floating ads, page take-overs, and tear-backs.
Rich Media refers to the utilization of various technologies to enhance a recipient’s experience. It uses advanced technology such as steaming video, flash to interact instantly with the user, also the term of rich media is not easy to define, and all the rich media technologies generally exhibit at least some of the following characteristics:
- Allow for advanced animations,
- Support audio/radio in the advertising’s,
- Instant user interactions, etc.
To define in simple words, Rich media banners are flash creative that employ images, text, sound and video. They won’t be necessarily interactive but are often interactive. It includes features like inviting the user to play a game, navigate through different “pages”, turn the sound on/off, select an item from a drop-down, pause the video and so on. Also, another big feature that a rich media banner has is, it can use several other technologies such as Java, JavaScript, and DHTML too.
Features of RICH MEDIA:
- Highly Interactive i.e. it exhibits dynamic motion
- It includes audio and video
- Higher-quality content
- It can also include flash games in the banner that can be played by the user
- The size of the file is generally heavy; the size depends upon the creativity it holds
- Technically advanced and engaging
- It’s capabilities make advertising even more useful, letting a viewer interact with an ad and learn about a brand without having to leave the page they’re on
RICH MEDIA IN DIGITAL ADVERTISING:
Rich media in digital advertising is like a boon to digital marketers or say advertisers, all the advertisers make use of rich media for introducing their brand, products, services or special offers with video, audio and some user interaction as it brings more attention of users towards the Ad. The rich media technology plays a smarter role here leaving much better impact on users than banner ads.
There are many pros and cons that rich media has but the mainadvantages of rich media over standard banners are:
- Impact – Due to its richness and highly interactivity rich media leaves a greater impact on users, rich media ads are generally more engaging and thus chances of getting a conversion is more.
- Visibility– Visibility of the ad on a page becomes more due to its interactivity and thus it is properly visible on a webpage and thus grabs the attraction of an user , plus visibility increase more as the message can be shown in divide way(step by step)
- Higher Conversion Rate – Rich media ads has generally higher conversion rate due to its attraction towards the users
- Higher Action-Rate – Action rate is the percentage of interactions that incurred an additional activity. It is always higher in case of rich media
- Higher Interaction Rate – It is the percentage of users who interacted with ad unit in some way
- External Features – With rich media we can do almost all kind of tracking, like engagements, time duration , survey addition , etc. we can track all the activity done by user on the ad. We can also add external elements like map, video from other server, twitter feeds, etc.
- Social Bookmarks – Social networking is also a great way to promote , rich media ads are also handy for this feature, we can add social sharing like Facebook , LinkedIn, pin interest and can also add other features like showing of live twitter feeds using xml.
- Reporting– To know the success rate of the ad or campaign we do need data , and rich media is rich in providing all kind of data too
- Interactivity– Highly interactive
- WORKS WITH ANY AD SERVER
- FAST, PAINLESS modifications, even on live ads
- VIDEO INTEGRATION is possible into creative concepts.
COMMONRICH MEDIA ADVERTISING METRICS:
- Dwell rate – The percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking).
- Interaction rate – The percentage of the audience that engages with the ad unit.
- Interaction time – The amount of time users spend engaging with the ad.
- Display time – How long on average the ads were displayed on the web page.
- Expansion rate – This metric is used for expandable ads, the ad expansion rate is the ratio of ad expansions to the number of ad impressions.
- Video views and completions – The start and finish rate for video ads, starts and completions data can provide important information on levels of user interest
- Average video view time – Another way to gauge the popularity of video ads with viewers is to compare the average length of play with the total length of the ad
- Video pauses, rewinds, mutes – some rich media tracking systems also enable advertisers to track actions like pause, replay, mute,etc.
- Close – Close event is also tracked as it helps in calculating the expansion or dwell rate
- Custom events – Internal tracking, mouse over, downloads, etc.
COMMON RICH MEDIA TYPES:
| TYPE | ABOUT/DESCRIPTION | |
EXPANDABLE |
These are the ones which expands when a user moves his mouse over the ad or clicks to interact with it, they also come in pre-expandable format i.e. when the page loads the ads are seen in expanded form | |
IN-PAGE |
A rich media ad that has functionality within the same ad (file, it does not expands or anything), like games, animation, video, forms or brochures. In stream medias are part in In page units | |
FLOATING |
The ads that appear as a layer on the top of webpage , these are called floating ads as they float above the webpage and do not have any base ad like collapsed unit of expandable banner | |
TRANSITIONAL /INTERSTITIAL |
These ads play in the main browser window between two pages of a website. When a user clicks on a link, they are taken to the advertising page, instead of the page they requested. They usually have small file size and are not pre-cached | |
TAKEOVER |
The ads that replace all or part of a publisher’s web page with advertising content , they are often designed to look as if they are breaking or otherwise interacting with webpage content | |
POP-UPS |
Ads that launch a new smaller browser window that appears above the open page, it launches automatically on page load |
DIFFERENCE BETWEEN STANDARD BANNER AND RICH MEDIA:
| STANDARD BANNER | RICH MEDIA | ||
| 1. | Standard banners are simple banners of gif, jpeg or flash. They usually include text with a visual such as a logo or a graphic | Rich media are those ad which has audio/video in it, i.e. rich with its behavior | |
| 2. | Less in size, advantageous when the purpose is only branding | Heavy file size | |
| 3. | Less or almost no interactivity i.e. STATIC | Highly interactive i.e. DYNAMIC | |
| 4. | No other technology can be used with standard banners | Rich media can synchronize with technologies like Java , JavaScript , DHTML also | |
| 5. | These only have one interaction i.e. on click it leads to advertiser landing page | It can have number of interactions |
Mobile Advertising Advantages:
- Reach: Reach is maximum in mobile today, the study says mobile phone penetration is approaching 85%-90% of US population while the Internet only reach is going around 70% of homes and workplaces.
- Interactive
- Personal: Generally a mobile is not shared and is always personal so the data managed for a user by demographics, behavioral history and presence, including automatic location identification will be always correct i.e.
- Pervasive: Always with you, always on
- Measurement: As with online, it should be possible to measure the impact of campaigns directly
- Fraud resistance: Any carriers can audit usage and click-to-call can easily be verified. Fraud detection is very easy as compared to desktop advertising
- Instant results: The mobile is always carried by users with them thus the chances of looking at the ads is instant so whether the result is negative or positive is instant i.e. User response can be tracked almost instantaneously.
- Cost: Mobile advertising costs a fraction of what television and radio ads cost.
- Exact Targeting: Carriers have customer data and location information potentially available for targeting which can be very helpful
- Click Rate: It is generally high as compared to desktop advertising
- High penetration rate
- Location Targeting: Good for local advertiser and can target around their business easily
- Easy to work: It is simpler and less expensive as compared with the same for desktops or laptops advertising.
Mobile Advertising Disadvantages/Challenges:
- Accessibility: Small screens and limited keyboards constrain display and interactive capabilities is a bigger challenge for Mobile Advertising
- Technical: Differing screen sizes and software for mobile, other standards for mobile web and rich clients is also a big challenge while framing the ad
- Blocking: Carriers might block or impede some third party innovators
- Reach over world: The reach over world is not as high as low as consumption of mobile content is small and penetration of 3G devices is still low in most countries.
- WAP: The wap technology is still inadequate which discourages web searching and surfing but is increasing with high pace
- Scarcity: Mobile sites as compared to desktop/laptops sites is very minimal, only 8.8% of retailers are having mcommerce site
- Data Transfer: Slow data transfer as compared to Desktop/Laptop
- User-Friendly: Mobile is not that user friendly as desktop/laptop due to its screen size; this is one of the major reasons for limiting the user using internet via mobile
- New and still rising which will take time to create is impact
- Testing Time: It takes more time to QA every ad as you need to test on both the major OS i.e. iOS and Android as they both display content differently
- Privacy Issue: It is much more than desktop/laptop in mobile so user are more concerned about it
- Not all types of ads are supported on all the devices
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