More Expandable Ads Coming to the Digital Format

Consumers are well-​accustomed to being presented with ads online and many times they click on these ads. But sensing that some ad forms are so yesterday, marketers are scrambling to find new ways to attract consumer attention. In 2012, that new format may be the rich media expandable ad.

Ideally suited for smaller devices like mobile phones and tablets, rich media expandable ads come to life at the request of a user. Point-Roll’s just-​released study shows that these ads outperform standard online ads.  Consumers who interact with the rich media ads report the following improvement in upper funnel activity when compared to the response to standard ads:

  • Brand awareness +102%
  • Online ad awareness +135%
  • Message association +127%
  • Brand favorability +56%
  • Purchase intent + 88%

The exposure to the expandable ads also convinced consumers to initiate more purchase-​related activity. A 39% lift in brand-​related searches occurred and a 24% lift in category searches took place. PointRoll reported that about 25% of rich ad users who had seen 8+ exposures went on to visit the advertiser’s website.

These users are also more likely to interact with other consumers online. About 34.4% of these consumers recommend the products they see via expandable rich media to others. For many marketers, this behavior produces a multiplicative effect on the number of consumers who will see their ads.

[Source: Interactive Ad Effectiveness. Pointroll​.com. 2011. Web. 20 Dec. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.