MOBILE RICH MEDIA 2.0
There is nothing more gratifying for a brand marketer than to engage the user with an unparalleled immersive experience on smartphones and tablets. Brand engagement using the total real estate and capabilities offered by mobile devices like – the accelerometer, gyroscope, camera, 360 views of the product, swiping to photo galleries, video etc. is the nirvana for ad agency folks who strive to bring the ultimate immersive gratification for their brands.
The million dollar question is: How to take the user to a full-screen ad experience where the creative agency’s tears, blood and sweat is hiding behind the tap of a banner? We have seen some great full-screen ad executions failing to perform to expectations simply because there is not enough motivation for the user to tap on the starting point of this experience – static banner. Today’s mobile user is tuned to ignore the static banner as they consume their favorite content.
Mobile rich media cannot and should not start with a static banner. The mobile industry has innovated on conquering the banner space: make the banner ad stand out from the content through 3D, Motion, Video and Animation at least for a few seconds. A rich banner ad that is telling a brand story will make the user curious, thereby increasing the chances of a click through leading to great full-screen experiences.
Mobile rich media 2.0 is all about creating rich banner experiences as well as doing justice to the time, money and effort spent by agencies on the clicked through experiences. This in turn will also reduce the dreaded fat finger effect on mobile banners (accidental taps) as it is hard for the user to tap on a rich banner ad by accident.
RIP – Static Banners!
Katherine Herb, Director of Sales