Adform reveals benefit of rich media banners [infographic]

James has a passion for how technologies influence business and has several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

Following MarketingTech’s feature with Apps World speakers James Chandler and Jason Armitage in which rich media banner interaction was considered vital in mobile marketing, an infographic from display marketing solutions providers Adform shows that users are three times more likely to click on rich media banners than standard for online.

Adform research, from their Quarterly Media Barometer report, further revealed that engagement on rich media is five times more likely than with standard banners for online marketers.

Intriguingly, not only is rich media hitting bigger than non-rich media for banners, but the increase in six months is also noticeable.

In particular, the average engagement time for rich-media banners online went up 74% between quarters one and two this year, as well as an total video play time up 6%.

According to Gustav Mellentin, Adform CEO: “Taking a scatter gun approach to online advertising is no longer effective, with consumers switching off to ads which offer no creativity or relevance to them”.

Is it fair to say that rich media strategies will be an inevitability? Check out Adform’s infographic below…

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