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How to Boost Clickthrough Rates 14,000%
Well thought-out rich media can be a boon to a campaign. Learn the strategy secrets from an Advertising.com creative director.
"I hate those shoot the monkey ads," replied my doctor when I explained to her what I do as the creative director of Advertising.com. Not the nicest bedside manner, but I've heard worse when I tell people that my team creates online ads.
With all the complaints about rich media, some advertisers wonder if it's worth it, especially when you consider the additional hassle of dealing with temperamental creative departments. Before answering, however, it's important to define exactly what it is.
Many publishers consider an ad only to be rich media if it automatically takes over a page, with the user having no control over initiating the intrusive message. But because users will only put up with so much of that intrusiveness, publishers limit the amount of this kind of impression and charge accordingly.
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