Modem Media’s rich media campaign for Kraft generated up to 22.5% click through rates; while their John Hancock campaign generated sales leads so qualified that 45% of visitors registered. John Hiney, Director of Media and Distribution for Modem Media in Europe, told us why rich media works so well, “It allows you to demonstrate clearly what your site has to offer – here and now - through a banner space,” he says. “Prospective customers can interact with rich media banners - ask questions, or provide information about themselves – that can only be positive in terms of sales leads. The more engagement you can encourage with your ad, the better.”
But will people really interact, if that involves entering personal details? “That’s really just a matter of educating the consumer – making it clear what the information is going to be used for, and making assurances. People will get used to it. Let’s face it – nobody would think twice anymore about putting their name and address on a postcard and send it through the mail.”
And the burning question – do rich media banners tax the end user? “The issue of download times is becoming less and less of a problem. What’s of greater concern to me is the placement of banners – people only get *really* annoyed with adverts (of any kind) when they’re poorly targeted.” But that’s another story...
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