According to the latest data, Rich Media outperforms traditional banners in terms of effectiveness, primarily due to its interactive features.

But what else contributes to its success? Let’s take a closer look.

Rich Media: The History of the Format

On October 27, 1994, the first banner appeared on hotwired.com, achieving a CTR of 44%. This success was driven by the novelty of the format, which attracted users’ attention.

As technology advanced, the market shifted towards more interactive banners using Flash and JavaScript. These formats included pop-up ads and, of course, Rich Media banners. However, creating these creatives was time-consuming due to the complex coding required.

Everything changed with the arrival of HTML5. This standard simplified the creation of dynamic banners, allowing for the integration of video, animation, and other interactive elements.

HTML5 also optimized content for mobile devices, reducing the time needed to create Rich Media banners and making their use more efficient and convenient.

Rich Media: Features and Characteristics

Rich Media refers to interactive banners that offer users various ways to engage with content.

In in-app campaigns, these banners appear over the content and remain on screen until the user clicks or closes them by pressing a designated button.

Rich Media banners may include:

• Video
• Animation
• Interactive elements

How Rich Media Banners Improve Mobile Campaign Effectiveness

Rich Media banners have proven highly effective in mobile advertising. After viewing them, 56% of users showed interest in purchasing, compared to just 38% for standard banners.

Additionally, 51% of respondents consider Rich Media banners to be more informative.

Key Advantages of Rich Media Banners

The primary advantage of Rich Media is undoubtedly its interactivity. However, there are other factors that contribute to its success:

• Wide Range of Mechanics
  Rich Media offers many interactive features, such as mini-games, galleries, quizzes, and forms. There are 19 different mechanics to choose from, which can be explored here.
• Detailed Analytics
  Rich Media ads offer in-depth analytics, tracking not only basic metrics but also audience engagement. This helps optimize campaigns and measure their overall effectiveness.
• Fast Creative Development
  Thanks to modern tools, creating Rich Media ads has become faster and easier. Templates and automation allow for the production of high-quality creatives with minimal time and resources.

By the way, as part of mobile promotion on the BYYD platform, we create various creatives, including Rich Media banners. Examples of our work are available on the website.

To show the effectiveness of Rich Media, here are 3 examples from our practice.

Pepsi Case Study

Pepsi launched a media campaign on the BYYD platform to boost brand awareness and drive traffic to their website.

The campaign targeted users aged 14-35 with an active lifestyle and interests in basketball, travel, volleyball, fitness, sports, family vacations, health, movies, gaming, and more.

To engage users, we developed an interactive Rich Media banner featuring a game mechanic. Participants had to guess the location of a cup with Pepsi and, in doing so, learned more about the brand’s offerings.

This mobile campaign led to high user engagement, achieving a CTR of 2.04%.

Weleda Case Study

In this case, our goal was to raise brand awareness and drive targeted traffic to the website.

We focused on a female audience aged 20-40, with interests in family and children. The campaign ran across various apps, including female-focused ones (which we discussed in more detail in this article, highlighting the advantages of these platforms for brands).

For this campaign, we created two Rich Media banners. The first featured a game mechanic where users were asked to drag a child’s icon under an umbrella to protect it from the sun. The second creative was a gallery, allowing users to explore different products.

The campaign delivered excellent results: we exceeded our click and impression targets, with a CTR of 2.14%.

Mion Case Study

The Mion brand approached us with the goal of raising awareness among Turkish consumers and driving purchases on their website.

To achieve this, our team developed two Rich Media banners targeted at men and women aged 20-50, with interests in fashion, cosmetics, and shopping.

Each creative showcased a product line in a gallery format, allowing users to explore each item in detail and then visit the website to make a purchase.

By the end of the campaign, we reached over 1,784,516 users, surpassing our targets for clicks and impressions.

Today, we’ve explored the Rich Media format: its history, features, and benefits for brands.

However, this is not the only tool available. Rich Media can be combined with fullscreen banners or other interactive formats such as Split Screen or Video Interaction.

These formats perform best on the BYYD platform. For 9 years, we’ve been helping brands tackle challenges in digital advertising and continuously improving our tools.

Check out our case studies on the website and contact us to launch your in-app campaign.

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