Good analysis.

One of the things I have noticed with many brands is their dilemma on whether to do brand advertising or direct response advertising. Static banners are usually able to accomplish one or the other. With the availability of Rich Media ads, brands can now accomplish both with a single ad unit. For example a RM ad can pull a viewer in with a direct response oriented message and while they are interacting with the ad incorporate their brand messaging. This allows brands to provide a comprehensive view of what a viewer is about to start a relationship with.

Keep your views coming…

Sangram Kakulavaram

Great point! I cannot agree with you more. Standard banners are not giving the advertisers the returns that they expect. Users want ads that are engaging and capture their imagination. We at Eyeblaster strongly believe that Rich Media and Video ads are the way forward. We see that RM and Video ads have very high interaction rates [many orders of magnitudes higher than standard banners] and are leading to higher conversation rates compared to standard banners.

Some of the big trends we are seeing internationally are:

1.) Bringing microsites in to the banner.
2.) Creating engaging ads so that users actually interact with them

Good luck with the blog. Please continue to write and share your ideas with the rest of us.

Best,

Raghu Seelamsetty
Managing Director, India and GCC

Eyeblaster, Inc.