Rich Media Advertising: Are You Getting Results?

The Interactive Advertising Board (IAB) defines rich media as “a method of communication that incorporates animation, sound, video, and/or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, Flash, and with programming languages such as Java, Javascript, and DHTML. It is deployed via standard Web and wireless applications including e-mail, Web design, banners, buttons, and interstitials.” Rich media might also include Shockwave, AJAX, pull-down menus, search boxes, applets that allow for interactivity, and other types of special effects. Of course, that still doesn’t really tell the average person (or real estate professional) that much. What exactly is meant by “interactivity”? What about “DHTML” and “AJAX”?

The answer to the first is very important. The second, not so much (DHTML, by the way, means Dynamic HyperText Markup Language – it’s basically just HTML code that does something, as opposed to just sitting there looking pretty...or not so pretty. AJAX stands for Asynchronous JavaScript and XML, which is an “architecture” for creating web applications).

When people used to think about dynamic online advertising, they usually thought (and sometimes still think) of gaudy flashing banners that seem to scream “CLICK ME! CLICK ME!” or annoying pop-up ads that seemed to multiply the faster you closed them. But even worse was the bait-and-switch; “Click here to get a free MP3 player!” only to be sucked into a never-ending stream of affiliate ads and offers (I sometimes wonder if anyone ever persevered all the way through and actually got the MP3 player?). Because of this, banner ads got a bad name in a lot of circles.

But the days of hideously ugly, annoying banner ads are definitely numbered. Many respected sites now have strict quality and design standards for ads that they’ll accept on their sites. Many advertisers are now developing unique and innovative ways to use their standard banner ad shapes and sizes.

In 2005 Mercedes-Benz did an elaborate rich media campaign on Edmunds.com that used an “avatar” of a tour guide character. When a user clicked on one of the many banner ads on the Edmunds site, the avatar would come out and deliver a customized sales pitch based on where a user was currently on a site, as well as their on-site behavior. Mercedes-Benz automated the process of figuring out what their prospects were looking for, whether is was a new car, an SUV or a luxury vehicle.

This type of customized advertising is getting less expensive all the time as more developers and programmers become proficient in the technologies being used.

Another prominent trend is to have “floating” ads that appear over content on a page, but aren’t in another window like a traditional “pop-up” ad. These ads are nearly impossible to block, most consumers aren’t actually bothered by them and they have excellent conversion rates. If these types of ads are available on a site that targets the demographic you’re after, they may give you the best bang for your buck.

Whether you’re just looking to revamp your banner ads or launch a completely new online marketing campaign, the most important thing is to consider what your prospects are likely to be looking for. If you figure out a way to cater to that more effectively than your competition, better results are almost guaranteed.

This article was originally published in the Winter 2007 issue of 2ndhome® Specialist, a digital magazine for real estate professionals specializing in the second home and resort markets.