Challenges With The Next Gen Online Ads: Rising Stars
By Martin Hill, Digital Director, Masius, MSLGROUP EMEA
As online display advertising continues to seemingly under-perform on click-through rates, more advanced content rich ad formats, such as the IAB’s ‘Rising Star’ formats, are being introduced in a bid to reverse the trend.
These allow unprecedented amounts of rich content: video, image libraries, interactive product demonstrations – they are essentially self-contained diminutive micro sites (nano sites?).
A video tour of the new ad formats, by IAB, is below:
Challenges
There is a problem though. Firstly, the cost of the media. If you are a huge brand with pan-European budgets the cost may not be prohibitive, but when it comes to smaller, B2B or niche brands with smaller budgets, taking advantage of the ‘Rising Stars’ isn’t as straightforward.
Secondly, and perhaps more importantly, what about the content itself? Again, it’s easier if you are a sexy, visual brand like Audi where there will already be car boot loads of assets (video, photography, product data, even TV ads) at your disposal. But it’s not so easy for the more cerebral brands with intangible products. In fact, it’s not the ad format that’s the problem here (actually, there’s no reason, technically, why existing banner formats couldn’t be used to deliver rich media in much the same way as the ‘Rising Star’ formats) it’s having the budget and creativity to assemble compelling, relevant and useful content.
More With Less
The key is in learning to do more with less. Most businesses have a wealth of content and content that their customers would be eager to consume, they just don’t know how to translate it (creatively) into a format that’s right for the online display space.
So those business (and agencies) that can do more with less will be able to take advantage of both new formats and their customers’ increasing appetite for easily accessible content.
Martin Hill, MSLGROUP
Originally posted on MasiusOnline.com
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