Tagged 'rich media'

How to Take Advantage of Mobile Advertising Bargains

Posted by Bob Bentz on December 4th, 2013 at 4:21 pm

Many businesses and brands would like to advertise on mobile phones, but they simply don’t know how to do it.  Bob Bentz of ATS Mobile gives a primer for novices on how to take advantage of the bargains that are currently available in the mobile ad world.

Garage Sale Rates

Statistics show that while 20% of overall time spent with media is on the mobile phone, mobile advertising is garnering just 4% of the overall ad budget.  In fact, it is, by far, the most under-utilized advertising medium available today.
That means there are more sellers than buyers and if you remember back to high school economics, that means bargains for advertisers.
How to Buy Mobile

Cost Per Thousand --The simplest way to purchase mobile advertising is on a CPM basis.  In this scenario, you will pay a set amount for every 1000 exposures on mobile phones.  Expect to pay about $3.00 per thousand exposures for general advertising.  The more narrow your targeting, the higher the cost per thousand.
Cost Per Click – Buying mobile on a CPC basis will enable you to pay just when somebody clicks on your advertisement.  Of course, many of those clicks will be “fat finger”... Read more

Rich media, in-app mobile ads get 1.53% CTR

Posted by Scott Swanson on July 23rd, 2013 at 8:30 am

This week our parent company, Opera Mediaworks, released its Q2 State of Mobile Advertising report. In it, they took a sampling of 378 mobile ad campaigns running in the US during the month of May, each with over one million impressions.
Some of the findings:
Rich media mobile ad campaigns perform far better than standard banner ads, sometimes by as much as 400%.
Those served within apps perform better than those on the mobile web: 1.53% CTR vs. 1.12% CTR.
In-app ads perform 1.7X better than mobile web, but advertisers are still using mobile web more, with about a 3:2 ratio for campaigns running in-app vs. those on the mobile web.
Advertisers of Apparel, Food, Games and Sports had the highest impression volume and number of campaigns. However, Travel, Entertainment, Automotive and Mobile Content (e.g., ringtones) advertisers had the top performing campaigns of the month.

Why Investing In Portrait Ads Makes Sense for Luxury Brands, Now More than Ever

Posted by Tom O'Regan on May 14th, 2013 at 11:29 am

Luxury brands have different needs than mass brands do. Even for affluent consumers, there’s a longer decision cycle for a pair of Prada loafers versus a pair of Weejuns, and for a Tag Heuer versus a Timex. Marketers familiar with the space know that they need to be more persuasive with their campaigns, and richer and more impactful with their ads. Luxury brands need to tell stories of quality and of lifestyles full of aspiration to convince consumers they’re worth the additional money.
Portrait ads make it easier for brands to tell those stories. The oversized, three-module units create rich-media canvases for brands to share HD video, audio, images, social media and other interactive elements. Many leading publishers are successfully creating native opportunities for advertisers by incorporating their own site content into one of the modules. The adjacency of premium publisher content to the advertiser’s own content is mutually beneficial and creates an effective, engaging ad unit that feels as if it’s part of the website. While the publisher content within the unit does not truly constitute an editorial endorsement of the advertiser’s product, it does serve to instill the consumer with a sense of trust for the brand advertised.
We know... Read more

Luxury Automakers Shifting Budgets Online

Posted by Tom O'Regan on February 28th, 2013 at 9:49 am

This past summer, Martini Media composed luxury brand research that looked closely at how brands were leveraging digital to connect with affluent consumers online. Based on recent demand from marketers in the auto industry, we extended our research to further examine brands in the automotive space. What we learned is that, by and large, automakers are following their consumers online. One could say – if one had a tendency to pun – that the automotive is driving the digital channel forward. And while luxury auto brands aren’t exactly leading the pack, they are keeping up quite nicely.
Agencies report that auto brands are moving into digital channels more quickly than other brands – and why not? The luxury auto story can be told elegantly online with rich media. As with TV, there’s an opportunity to roll HD video featuring beautiful images of the car in motion with atmospheric music, but rich media has the advantage of being interactive in addition to being very visual. Consumers can click to take a tour of the car, zoom in on specific features, even locate a vehicle in local inventory and make an appointment for a test drive at the dealership. Rich media was practically... Read more

Rich Media Should Be More Than a Prettyfest

Posted by Mercedes Romana on November 19th, 2012 at 11:59 am

So many experts are predicting dramatic growth in rich media spending over the next several years.  Forrester, to name just one, predicts almost 150% growth over the next four years.
And for good reason. As branding dollars rapidly shift to online media, it’s critical that brands find creative tableau that can deliver powerful and memorable experiences.
But rich media needs to be about more than pretty. As marketers race to align their plans to data-driven strategies and tactics, we need to ensure that our rich media efforts are part of that future. I call data-centric rich media Smart Rich, as distinct from Dumb Rich, where creative technique must carry all of branding water in an execution.
Smart Rich is about using user data to deliver tailored experiences. About pushing the envelope of dynamic creative to encompass every aspect of what will be persuasive to a customer. And about using first- and where necessary third-party data to give greater purpose to the engagement made possible with rich media technology.
To do this right you need to combine, clean, and make available all of your cross channel data for user insights. Then to create integrated teams of analysts, creatives, media experts, and rich media providers to... Read more