| Rich media standards are at best
fragmented. Video standards have largely evolving from a mix
of existing broadcasting standards and code validation standard,
video media is being driven by media player and production
capability.
Creative flexibility is important to both advertising agencies
and marketers. To support flexibility, we need consistency
in animation standards for both media length as well as user
controls.
User acceptance of advertising media greatly increases when
they have more control. Using streaming content very cautiously
is a good place to start. Where the media streams upon entry
to a site directed from another site or email indicating to
the user that the media will be present is one way of accommodating
this concern.
Rich media has proven most powerful in two main areas:
- Branding – helps to position companies
and product brands based on the media content association.
Branding
Case Study [pdf]
- Moving purchase intent – that
is moving the user in a controlled manner along the sales
path to purchase.
Case Studies At
IAB
Drivers Of Rich Media Advertising
Video, as an integrated web page element has been made feasible
by the adoption of broadband by Internet users. Its viral
social appeal demonstrated by the rapid growth of sites like
YouTube has also been largely accelerated by the video capability
of cellphones and digital cameras. It is not uncommon today
to find the first news clips of world events being shot from
consumer held mobile devices.
As Generation C is maturing on visual media used in education
and gaming recreation, text is fast becoming a "backup"
media. It's what one reverts to for clarification and fine
detail recall.
Recent data suggests over 40% of display advertising is rich
media. This can only be expected to rise as more users go
broadband and seeking higher interactivity with all media,
including advertising.
Existing Video Media Standards
Government
Standards on Video Production
IAB
Interactive Media Standards
Sample Video Ads
The following ads are samples of those displayed by the Google
Video Ad Network
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