It seems that rich media is the future for digital advertising; Forrester predicts almost 150% growth over the next four years. We’ve been speaking to iMedia Connection about the impact of rich media and what that means for brands.
Firstly it’s about aesthetics; brands are trying to find creative ways to cut through the noise online and deliver memorable experiences for consumers.
Secondly, it’s about using data to deliver bespoke experiences to consumers. Combining cross channel data to ascertain user insights, integrate them together and implement learnings into rich media advertising. This means providers can craft executions that leverage all aspects of a user’s profile.
Finally, it’s about collecting data from rich media. Building more of a picture about how a brand’s advertising strategy is working and what audience is responding.
The future of advertising will be about learning more about consumers and engaging with them creatively and building a better advertising strategy from this. Here’s the iMedia Connection article so you can read even more about how rich data is going to transform the display industry.