While working with PointRoll Canada to help marketers with their rich media ad serving and creative development needs I’ve learned some key tips. I would like to share them with you to help maximize campaign performance.
Even though rich media formats outperform standard formats and can offer a larger playground with enhanced functionality and integrations, some best practices should be taken into consideration to ensure users have pleasant experience with your brand, ultimately leading to producing metrics above the benchmark.
Here are my Top 10 Best Practices to follow:
Here are my Top 10 Best Practices to follow:
1. If the goal is interaction, engagement, brand time or clicks – use a large number of panels. Multiple panels are ideal for conveying a large volume of information via a mini-site, and extend the time users spend with the brand. One, action-focused panel is most effective in achieving direct response goals. Whereas multiple panels are ideal for conveying a large volume of information via a mini-site, and extend the time users spend with the brand.
2. Time the banner animation so it runs fast, with a call to action that appears immediately. Keep in mind the initial reason users are on the page is to view the publisher’s content.
3. Ensure the call to action is clear and prominent and relates to the panel activities. Give the user a compelling reason to rollover.
4. Clearly define rollover hot spots/tabs so they are easy to see. You need to make the hot spots as large as possible. On most sites the rollover max spec equals 33% of banner. Use the full 33%. All panels should be accessible from any other panel. Use horizontal hot spots on horizontal ads (728x90s) and vertical hot spots on vertical ads (skyscrapers). Maximize clickable area/hotspot on panel. Ideally, the entire panel should be hot to click. Additionally, when possible, use a well-defined click button.
5. Maximize clickable area/hotspot on panel. Ideally, the entire panel should be hot to click. Additionally, when possible, use a well-defined click button.
6. Provide your own activity labels to help simplify reporting, when needed. Define key metrics of the ad.
7. For video, include a “loading” message that appears as the video streams in. Users with slower connections will know the video is coming soon.
8. Use video player controls – pause, play, and volume scrubber for optimum usability.
9. Set video to auto play upon user rollover, whenever possible. Requiring users to “click to play” reduces video plays.
10. Include compelling, relevant call to action after video completes – either on the final video frame or with static “art card”.
Following those advices will help you to maximize the effectiveness of your Rich Media advertising and obtain great engagement metrics.
If you would like to know more or have any questions, please contact our Pointroll Canada Account Executive, Duane Seamans. E: dseamans@pointroll.com P: 416.363.1388 EXT 230
2. Time the banner animation so it runs fast, with a call to action that appears immediately. Keep in mind the initial reason users are on the page is to view the publisher’s content.
3. Ensure the call to action is clear and prominent and relates to the panel activities. Give the user a compelling reason to rollover.
4. Clearly define rollover hot spots/tabs so they are easy to see. You need to make the hot spots as large as possible. On most sites the rollover max spec equals 33% of banner. Use the full 33%. All panels should be accessible from any other panel. Use horizontal hot spots on horizontal ads (728x90s) and vertical hot spots on vertical ads (skyscrapers). Maximize clickable area/hotspot on panel. Ideally, the entire panel should be hot to click. Additionally, when possible, use a well-defined click button.
5. Maximize clickable area/hotspot on panel. Ideally, the entire panel should be hot to click. Additionally, when possible, use a well-defined click button.
6. Provide your own activity labels to help simplify reporting, when needed. Define key metrics of the ad.
7. For video, include a “loading” message that appears as the video streams in. Users with slower connections will know the video is coming soon.
8. Use video player controls – pause, play, and volume scrubber for optimum usability.
9. Set video to auto play upon user rollover, whenever possible. Requiring users to “click to play” reduces video plays.
10. Include compelling, relevant call to action after video completes – either on the final video frame or with static “art card”.
Following those advices will help you to maximize the effectiveness of your Rich Media advertising and obtain great engagement metrics.
If you would like to know more or have any questions, please contact our Pointroll Canada Account Executive, Duane Seamans. E: dseamans@pointroll.com P: 416.363.1388 EXT 230
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