Using Rich Media Ads to Boost Your Event Marketing
February 23 2016
The digital age of advertising is fully upon us as old fashioned tactics for advertising continue to be replaced by more targeted, effective, and efficient ads on the internet. Now that more than 3 billion people around the world use the internet, marketing for your event becomes most effective by using internet to share your message instead of billboards, flyers, and posters. Through the internet, you can reach mass numbers of your niche audience through targeted advertising.
One of the newest and most exciting developments in online advertising over the past few years is the creation of rich media. Rich media is the most complex form of advertising on the internet, a step up from text and display ads.
So what exactly is rich media? Rich media is a digital advertising term for an ad that uses features like video, audio, or animation that encourage viewers to engage and interact with the content.
Rich media is especially useful for events because it can enable you to showcase the uniqueness and highlights of your event that text or image ads cannot express. Essentially, rich media ads can be anything you choose to create, so the possibilities of what you can do for your event is endless. Your ad could be a slot machine, an animation of people at your event, a video, or more. Rich media makes your advertisements fun again, and if you use them right, people will willingly engage with them.
To understand a little more of what you can do with rich media ads, they are able to:
Embed a video
Integrate touch interactions
Add an event to the user’s calendar
Send a SMS message
Call a phone number
Save a picture
Resize, move, hide, or expand a creative
Here are some examples of rich media ads:
This powerful advertising tool is customizable and is only limited by your imagination. When you decide to start using these for your events, they provide some added benefits that neither display ads nor text ads can provide, like providing a way for viewers to add your event to their calendar, share it on social media, and more.
To make your rich media ad effective for your event, here are five elements that your ad should include to that are specific for events:
Calls to Action
Unlike most advertisements which have a single call to action, rich media ads can have up to twelve different calls to action. This allows you to test out different calls to action on the ad to see which one gets the most clicks and engagement. Having twelve different calls to action may be a little overkill, but having three or four is a great way to see what your target audience reacts to. These different calls to action can include buttons that allow the user to buy tickets, add the event to their calendar, share the event on their social media, get directions, call to ask questions, or more. Imagine how much more effective your marketing can be if you can enable people to buy tickets, save the date, and invite their friends to come, all from one ad.
Sense of Urgency
One of the unique features of rich media ads is their ability to have eye catching, active content. For example, imagine that you have a video of your event that viewers can watch, click on, and then on the same ad, they see a countdown to the event date. This instills within them a sense of urgency that inclines them to act now as opposed to wait to make a decision. You could do this for early bird ticket pricing as well - creating a sense of urgency for people to buy their tickets in advance before the prices go up. Along with having a countdown to your event, you could include a list of how many tickets are still available, increasing the urgency to purchase tickets now. Rich media ads are the only type of ad that are capable of creating an ad that truly awakens people to action by creating a sense of urgency.
To make your rich media ad the most effective it can be, you need to pull out your creative side and fill it full of content that will attract eyes. Don’t just use an image with text on it and have a single call to action. If that’s what you want to do, do a display ad. Yes, rich media ads are more complicated to create than display ads, but they also provide greater returns. What will get people to stop and pay attention to your ad? Do you have amazing video footage of your event? Use what you can to grab the attention and let your creativity go wild. Rich media ads were built for creativity and to get messages across in ways that were previously not possible.
Video has taken the internet by storm, and sites like Facebook and Airbnb are catching on quickly. If you notice on Facebook, native videos will start playing automatically as you scroll past them, grabbing your attention. Your rich media ad should have the same effect. When our eyes see movement on a static page, it naturally catches our attention, and we turn our focus to it. If your event advertisement is compelling enough, people's eyes will stay glued to your advertisement. Marketers are beginning to understand the power of video, as sites like Airbnb use high quality video on their homepage to keep their users engaged and on their page longer. Adding video content to your media rich ad will capture more impressions than any text or image ad ever could.
Direction We already talked about having multiple calls to action, but making them easily recognizable is another issue. Sometimes ads can have amazing content, yet the call to action is hidden and lost in all the other content on the page. However, your call to action is the most important part of your ad because that is where people make decisions to buy tickets, attend your event, or share it with their friends. Make sure your content leads to a call to action and that it doesn’t distract from the real purpose of your rich content ad.