Using rich media with video in 2010 online marketing mix

End of the year is fast approaching and many of you must be in full planning mode for 2010. Well here is some good research from DoubleClick.com that you can use in your planning cycle for your online display advertising program. http://www.doubleclick.com/insight/pdfs/The_Brand_Value_of_Rich_Media_and_Video_Ads.pdf

I know that it is a little old, BUT, it is still quite valid. The key points this research makes are as follows –
1. Rich media with video out performances simple flash, GIF/JPG and rich media without video in the lower part of the purchase funnel.



2. Simple flash and GIF/JPG are the best in online ad awareness and message association.



So should you use rich media with video? Well it depends on your campaign objectives. You know me, I believe in numbers and the data provided by this research is quite compelling. Having said that, in addition to this research, you need to ask yourselves the following questions to make sure that using rich media is the right decision for you:

1. What is the additional cost of creating these rich media ads with video and how much longer will it take to develop these ads vs. flash ads?

2. Does the story I want to tell about my product/service really benefit from a video ad? (That is, with video am I able to tell a more value-add story about my offering that I would not be with simple flash ad?)

3. Do the target publishers of my campaign have technical ability to flight Rich media ads with video? (Many niche sites do not have technology to flight rich media ads with videos)

4. What is the additional media cost of flighting rich media ads with video? (Most of the publishers regard these types of ads as premium placements and charge a higher CPM.)

5. Finally, is my site setup to convert the traffic from rich media ads with video efficiently and effectively? (It is all good and well to look at the intent to purchase on the publisher site. BUT it is when the visitors come to your site, when the rubber of conversion meets the road.)