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
Tags: affluent, Digital Marketing, luxury, rich media
Posted in Opinions | No Comments »
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
Tags: affluent, automotive marketing, digital advertising, luxury, rich media
Posted in Ad Networks, Ad Serving, Creative Best Practices, Research, Social Media, Video | 1 Comment »
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
Tags: Data, rich media
Posted in Opinions | 1 Comment »
Digital marketing has become flooded with data in the past few years. This has been a blessing and a struggle for many organizations as they attempt to adapt to the constant wave of data; trying to understand how to organize and utilize it to optimize performance is a major hurdle. With so much data and so many options it can be difficult to know where to start in the optimization process. A great place to start is with Creative Burnout Analysis. With this, advertisers and publishers can gain a clear understanding about their creative performance over time and see at exactly what point performance drops below intended levels.
Tags: creative burnout, ctr, DG, expandables, mediamind, rich media, Video
Posted in Ad Networks, Ad Serving, Creative Best Practices, Video, Web Analytics | No Comments »
Did you know that...
The secret to achieving valuable interactions with your brand on mobile is to leverage the sophisticated capabilities of the latest devices?
Business & Finance generates more revenue per impression than any other mobile publishing category?
Mobile ad network performance varies significantly over very short periods of time?
These are some of the highlights from the first quarterly State of Mobile Advertising report that Opera Software, Mobile Theory's parent company, is releasing today -- using data from its mobile ad platform that serves 35 billion impressions a month on 9,000 mobile sites and apps.
Topics include eCPM rates across various mobile devices, mobile monetization by category, and regional breakdown of ad impressions. (Ex: The top 5 European countries are showing impressive growth, but North America still generates 73% of global impressions.)
To review the colorful 8-page report, download it here.
One of the most fascinating areas of the report is the section on rich media. Top of mind for many advertisers now is the ROI on rich media ads, which do carry a higher price tag. There have been studies that do clearly show that rich media on mobile to be more effective in driving higher CTR -- but this report notes that it... Read more
Tags: eCPM, mobile, mobile advertising, mobile devices, mobile marketing, rich media
Posted in Ad Networks, Ad Serving, Emerging Platforms, Video | No Comments »
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