Redefining the Way People Interact with Ads
In a world where communication channels are constantly changing, innovative marketers who have built smart strategies around these shifts are consistently earning the attention of their target audience. As we have seen, the most important of these smart strategies have included a number of new content formats, specifically rich media and mobile ads.
From the late 90’s to the early 2000’s, banner advertisements were scattered on sites like Yahoo, Myspace, MSN, and YouTube. Yet, as more consumers gained access to Internet and began to spend more time online, banner ads became more of an annoyance and their click-through rate dropped to . 10%. Today, with 91% of marketers using content marketing, digital advertisers must invest in products that see more traction, like videos and rich media, in order to stand out amongst the competition.
According to Celtra’s Mobile Rich Media Monitor Report, native ads deliver over four times higher expansion and click-through rates when compared to static mobile banners. In addition, Celtra’s Q3 metrics indicate there has been a significant growth in rich media ad campaign volume in last 3 years. Such growth in mobile rich media can be partly explained by the fact that mobile adoption continues to skyrocket. And, in addition to the launch of a cheaper iPhone, tablets are becoming more accessible to the average consumer. In fact, Pew Research shows that as of June, 2013, 56 percent of U.S. adults own a Smartphone and one third of American adults own a tablet. These numbers will only grow as device makers continue to up the ante with higher resolution screens and faster processors.
This is not to say that text content is no longer effective in brand marketing. In fact, text-focused content continues to deliver well beyond its publish date. For example, according to Mike Volpe, 80% of HubSpot’s leads come from the HubSpot blog, while 70% of those leads come from articles that are several months old. So, if text content is still effective, why is rich media content so necessary? Because while text-based content helps to draw consumers in, rich media establishes an emotional relationship between a brand and a consumer.
According to renowned author and speaker, Susan Weinschenk, a consultant to brands like Wal-Mart, Amazon and Disney, society’s preference for video is rooted in the following psychological principles:
- Voice conveys rich information: the human voice converts information into meaningful content
- The fusiform face area (FFA) makes us pay attention to faces: this brain function predisposes us to the human face as a gathering point or information.
- Emotions are contagious: body language appeals to our psyche and we love to express ourselves.
- Movement grabs attention: key to human survival is our ability to notice peripheral motion
Therefore, it should come as no surprise that video content marketing is becoming increasingly popular. After all, YouTube is the second largest search engine and sees massive traffic from all over the world. Whether placed on a website, various social channels, or YouTube, video allows companies to deliver their message personally, and improves both the conversion and engagement of online visitors. Thus, concisely scripted, relevant video content is becoming more necessary than ever before in attracting new customers online.