Building a Publisher-Rich Media Provider Relationship: Why is it Necessary for Mobile?

by Amy Vale


We have reported before all about the importance of rich media to the future of mobile advertising. The different types of creative options available in online advertising are constantly evolving, and it seems that every few months there is a new type of creative that can be added to a publisher’s site. This year however we have been witnessing an increasing amount of rich media initiatives becoming a major part of every ad buy. Advertisers want to find ways to directly engage the user because this leads to greater marketing results. We know how important rich media is, but now it is becoming apparent that it is important for publishers to build a relationship with their rich media provider.
“Rich media” is a term used to describe dynamic and engaging advertising. It refers to ads which go beyond the standard display of images and text to mobile ads that pull dynamic information in real time and enable user interactivity such as playing a game or watching a video. Rich media ads are essentially mini computer applications that are served within the web page ad space, either via code such as HTML 5, or via browser plug-ins such as Adobe Flash or Microsoft Silverlight.
With sophisticated graphics, animation or streaming video these types of ads provide an immersive user experience, enabling advertisers to effectively reach consumers and inspire interaction with the brand. With video, advertisers can give mobile audiences a TV-like experience, on the go, and generate the same emotive connection with the user as television does.
Diving into the world of rich media is an exciting step for a publisher and can lead to increased revenue. The process of incorporating rich media into your mobile web sites can be a lot of work, however it has proven to have the potential for tremendous benefit to both you (higher CPMs), and your advertisers. It has become clear to us how important it is to build a relationship with your rich media provider.
Third party rich media vendors are the way forward. They act as service providers who build, host and serve rich media advertising for advertisers and publishers. They are also specialists in this area, and their proficiency is building and serving high-end rich media as well as assisting you and your advertisers in the creation of your product. As an example, one of Mojiva’s partners, PointRoll, has the largest digital rich media support organization in the world. They provide a full team of experts to help publishers get up to speed or advance their rich media knowledge. It is useful to establish a relationship with your rich media provider so that you work together to build a product that will work for you and your advertisers. Have you formed a relationship with your rich media provider?