Re: Defining Rich Media banners for the purposes of Pricing

From: Bob Filice <filice_at_adknowledge.com>
Date: Fri 26 Jan 2001 10:58:18 -0500

MARK TARBATT <mark.tarbatt_at_eircom.net> WROTE:
> I wonder could I have a little bit of assistance from
> your list with regard to arriving at a satisfactory
> definition of what exactly constitutes a Rich Media
> banner?

TO WHICH LISA WENNINGER <lwenninger_at_solbright.com> REPLIED:
> My first question to you is, why do you not consider
> Flash to be rich media? Depending upon your ad server
> and how the advertiser produces and submits the
> creative, trafficking a Flash ad can be one of the
> trickiest of all.

Mark,

I agree with Lisa. The way we define rich media for
the AdKnowledge System (and we see a lot of it!) is any
kind of banner other than GIF or JPEG. The reason for
this definition is that once you start getting into
using HTML for the banner, the complexity greatly
(exponentially?) increases--you are going from creating
images to programming. This complexity includes
creating the banner, trafficking it to the sites, and
getting it to run on the sites with different
environments. While there is a lot that companies can
do to streamline and simplify the process (for example,
we have a rich media testing area in the AdKnowledge
System and other features), once you go beyond the
GIF/JPEG, it is significantly harder.

This is consistent with your own statement:
> ...there is more work involved in serving the campaign
> and the response rates are much greater therefore the
> publisher should be paid more.

Using any technology other than a GIF or JPEG will
require a lot more work to create and get up and
running. And rich media has generally shown a higher
response rate. However, you were proposing that rich
media only include streaming media, and I have not seen
any studies that show streaming media banners being
more effective than non-streaming.

I have talked to many in the industry about rich media,
and I would expect that most experienced people would
suggest the same definition as I do. The studies done
by Jupiter Media Metrix and articles on Channel Seven
seem to be consistent with this definition. You would
be hard-pressed to convince most people that Flash is
not rich media.

Regards,
Bob Filice
Director of Product Management
Adknowledge Product Line
Engage





Received on Fri Jan 26 2001 - 09:58:18 CST