Rich Media Blitz: Smaller Screens Take TV on Reach, Attention and Engagement

There39s no shortage of academic papers and other research that shows consumers view ads as a necessary but boring reality amp8220Banner blindnessamp8221 is a wellknown and growing issue Itamp8217s clear that what weamp8217ve been doing for the last decade is no longer effective and we need to innovate Rich media is helping us get there More engaging ads yield better results often remarkably better but TV still remains the king of the advertising castle for brandsAt the end of the day TV would not be beating digital if it weren39t for gross rating points amp8211 but how valid are those today Are people really watching ads on days other than Super Bowl Sunday or are amp8220commercial breaksamp8221 their opportunity to channelsurf grab a snack or head to the bathroom Whoamp8217s minding those viewability metrics Digital media particularly via mobile devices does not suffer from this lack of attention When people are multitasking watching TV and conversing via social media their laptops handsets or tablets are taking the lionamp8217s share of their attention simply because they require interactionDigital if you include mobile probably has greater scale than TV today With handset and tablet ownership on the rise 120 million and 70 million in the US respectively the reach is there Consider also that while TV is still primarily a homebased leisure activity the majority of Americans never leave the house without their smartphones and 96 percent use them at work per Google While advertising on mobile devices is still maturing handset and tablet ads are becoming more and more engaging and due to a stilllow content to ad ratio enjoy a greater share of voice and more attentionNow letamp8217s add rich media back into the mix The IAB Rising Stars oversized rich media ad units can run in both the desktop and mobile environments These ads are highly customizable and can include a video module Recent studies show that Rising Stars enjoy twice the engagement rate of traditional IAB units The creativity and entertainment value of TV ads can translate to smaller screens more easily via the Rising Stars since they can run HD video easily amp8211 and can even be improved upon with the addition of social interactivity relevant editorial content and realtime calls to actionTake for example the Super Bowl Consumers have always loved Super Bowl ads starstudded and hypercreative as they tend to be Many Americans watch the game for the ads A stat was recently released by VBampampP that 40 percent of Americans will share Super Bowl ads via social media So we know that the ads are being watched online amp8211 that theyamp8217re actually sought online Imagine how much more valuable those online views might be if the ad is running within a Rising Star in a high quality environment supported by a module to amp8220Schedule a Test Driveamp8221 or amp8220Find the nearest storeamp8221 or even amp8220Order Nowamp8221 The Rising Star units deliver the interactivity engagement and accountability of an online ad and the scale to reach your target audience anywhere anytime amp8211 which is more than a TV ad can doSo to answer the ageold question can digital compete with TV With premium formats that truly engage audiences in quality environments amp8211 itamp8217s a definite possibilityTom Oamp8217Regan is a seasoned advertising executive with an expertise in vertical publishing and sales strategy As President ampamp CRO of Martini Media he is responsible for companywide advertising revenue and operations Tom can be reached at tomoreganmartinicorpcomRead all Tom39s MediaBizBloggers commentaries at Through the Martini GlassCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesImage courtesy of watcharakunFreeDigitalPhotosnet

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Rich Media Blitz: Smaller Screens Take TV on Reach, Attention and Engagement

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Tom O'Regan

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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Rich Media Blitz: Smaller Screens Take TV on Reach, Attention and Engagement

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Tom O'Regan

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