So, what exactly is rich-media advertising? A general definition refers to online ad units that contain sound, video, animation, interactivity, product demos, and games—all within the confines of a standard-size online ad. However, rich media is much more than cool features—with rich features come richer metrics.Rich-media advertising offers brand managers all the tracking functionality of a traditional Web site. Additionally, companies can track the amount of time a consumer spends interacting with an ad, the time the ad was displayed on the page, and various levels of user engagement.
Driving Direct Response
HeartBeat Digital created a rich-media campaign for Organon's NuvaRing product, featuring interactive ad technology that pushes detailed content directly to consumers. Within the ad, users can print a voucher for a free sample of the NuvaRing product without being redirected to another site or being required to provide further user information. The NuvaRing rich-media ads are treated as an extension of the company's branded site, rather than a means to drive consumers to the site. The creative material was placed on Web sites and portals where the target audience finds the majority of their health information, effectively delivering both product messages and coupon offers.
Failing to remember when to take medications is a common cause for drop off in treatment adherence. To combat this, pharmaceutical brand managers can execute a rich-media online-advertising campaign featuring an interactive calendar reminder. These types of campaigns are particularly effective when attempting to stimulate adherence for non-daily medications or for seasonal prescription treatments.
For example, the calendar-reminder functionality can be used as part of a seasonal-allergy-medication campaign to remind patients to refill their prescriptions and reinforce the importance of taking medication regularly. The rich-media ad allows users to enter their treatment schedule directly into the advertisement, which automatically syncs the data with the user's personal e-mail or calendar program.