Advertisers want ads that grab attention, which is why rich media has become a critical part of the digital media mix over the past decade. High impact media can prove even more valuable to advertisers who want dynamic digital ads that contain interactive elements. So what is the difference between the two, and which one is right for your client?
What is Rich Media?
Rich media encompasses forms of advertising that encourage the viewer to engage with the content. They go beyond delivering just text or images by combining them and adding a dynamic element. The more involved a viewer becomes with the ad, the greater the effectiveness. Examples of rich media include:
- Video advertising
- Audio advertising
The benefits of using rich media include higher click-through rates and conversion rates and better interactions than traditional static ads.
What is High Impact Media?
High impact media delivers entertainment and information in a disruptive, often large-scale ad that also engages the viewer with interactive elements. Such ads may be inescapable, taking over a webpage when it loads or coming alive when you scroll across the ad.
High impact media also draws better results than static media, though it’s essential to keep in mind the cardinal rule of this form of advertising. The ads must be interesting and relevant to the browser, otherwise they will just be seen as annoying. It’s a fine line to walk, but when done successfully, high impact advertising can deliver outstanding results.
High impact ads are often shared on social media, giving them a greater reach. They spark more conversions and higher click-throughs than standard digital advertising. They may be seen as sources of entertainment or education, which gives them greater resonance than most forms of advertising.
Which Ads Have High Impact Media?
Many different types of ads include high impact elements, such as:
- Full-page takeovers
- Digital skins, also known as wallpapers
- Large-canvas display units
- Interactive banner ads
Why Choose High Impact Media?
Though both forms of advertising are effective, high impact media offers more opportunities to employ creativity and grab people’s attention than rich media. The high engagement rate for high impact media stands out. People enjoy the ads, and that makes them more likely to take action.
Video, audio and animation can be compelling, but many people won’t sit through those types of ads unless they have no choice. High impact advertising pulls viewers in without demanding as much of their time. Plus, many ad formats give the viewer control of the ad, which also increases engagement. When someone can control how much or how little they see, they are more likely to consider the ad, knowing they can scroll away.
Dynamic elements such as games can encourage people to interact with your brand. They can learn more about your features while doing something fun. When they enjoy an ad, they may send it to a friend or post it on a social media account.