Rich Media Ads: How to Create Them?
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 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.
How to Create Rich Media Ads ?
Research case studies
There is no need to reinvent the wheel when creating rich media ads. Searching for sources of inspiration allows you to see what’s already working for others and apply the same techniques in your own ads.
When researching case studies make sure to:
- Look for inspiration from industry related examples so you can apply techniques that are more likely to work.
- Pay attention to the data to figure out what exactly was done right. It might be increasing the conversion rate or adding a horde of new email subscribers.
- Note the data so you have something tangible to compare your marketing campaign to.
What are your goals?
Before creating ads you need to decide on the intended outcome. Do you want to generate more sales or increase brand awareness? The optimal ads you’ll need to create will differ based on what you want to achieve.
The best goals are ones that can be measured. It might be the click-through rate or the number of new email subscribers generated from a campaign. Using data you can do A/B split testing to start the process of optimization.
Gather creative assets
After planning out your goals you can start gathering resources and assets that you’ll need to get the job done. The assets you’ll need depend on the intended goals, which you should have established in the last step.
- Color palette: decide on the color scheme for consistency. Customers can recognize a brand by noticing a color scheme that has been reinforced. The color scheme should be used in all advertisement assets and reflect your brand tone. For instance, if you want to portray an energetic tone, then bright colors are the way to go.
- Logo: use your company logo across all rich media ads. Ideally, the logo should have multiple versions so you can use one that is best for the digital space.
- Typography: the use of fonts can impact brand recognition more than you might think. Fonts also contribute to the brand tone, so research the available choices that are a perfect match.
Ad building tools
You can hire graphic designers that create amazing ads without putting a big dent in your marketing budget. Freelancers are a practical choice since you can hire them for a specific project without long-term commitment.
However, you’ll be pleasantly surprised by the ease with which you can create ads with little experience.
Test ads for performance
You have created the marketing ads with the best intentions but do they actually work? Start by making sure the rich media ads meet platform guidelines. Most platforms have an approval process that will inform you of what rules you might be breaking.
Next, test the ads to see if they work as intended. Click on the digital ads to see if you’ll arrive at the right page and use the interactive features. It’s better to spot errors before sending the ad to thousands of viewers that produce no results.
Use metrics to monitor success
Most platforms that allow you to run rich media ads will also provide a lot of metrics to monitor performance. The goals of your marketing campaign should determine the metrics you value.
Analyzing the metrics in detail is the best approach for optimizing digital ads.