Rich media rulebook

Bannan, Karen J.
March 2006
B to B;3/13/2006, Vol. 91 Issue 3, p2
The article discusses the success of rich media, an Internet advertising term for a Web page advertisement that uses advanced technology, in online marketing. Today, rich media has become the norm, with organizations such as the Interactive Advertising Bureau creating standards for online video commercials. Even the number of advertising video streams increasing by 50.2% in 2005, hitting 17.95 billion streams, according to AccuStream iMedia Research. Customers want to see rich media before making a purchase decision. Instead of simply adding rich media to a traditional banner advertisement, marketers are designing rich media surround campaigns-tying banners and skyscrapers together to form one continuous ad that really pops off the page. Advertisers are taking rich media beyond recycled offline campaigns, creating video and interactive content specifically for the Web. Today, marketers using rich media are thinking beyond simple analytics. Unlike display advertisements that rely on click-through rates or e-mail marketing that tracks open rates, rich media advertising has several layers of metrics that can help marketers gain more insight into a campaign's success.


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