How we dropped the ball on rich media
Posted: July 14, 2009
By: imediaconnection.com
Back in 1997, I started one of the early rich media companies. Our goal was simple: Provide rich creative to capture attention (create awareness), interactivity to foster engagement (drive intent), and the ability to complete a transaction directly within the banner in order to drive a direct conversion — or at the very least to shepherd the consumer down the purchase funnel.
I remember clearly some of those early rich media ads. The ideas were strong, and the ads would be just as effective today as they were back in the late ’90s. Our technology enabled simple impactful ads that were very effective. We invented expanding ads to create more room so that audiences could interact and even purchase products right within the ads without leaving the pages that they were on………..[read entire story]
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