Despite Challenges, Agencies See Rising Demand for Dynamic Rich Media Ads

March 8, 2013

This article is included in these additional categories:

Agency Business | Creative & Formats | Digital | Mobile Phone

Jivox-Rich-Media-Ad-Demand-Mar201351% of ad agencies report a rise in client demand for dynamic rich media ads, and another 20% expect increased interest this year, details Jivox in new survey results. Agency respondents – 95% of whom run rich media ad campaigns for their clients – believe it’s stressful to execute these campaigns, though, and two-thirds would use rich media more if cost and production time were cut. Among those running the campaigns, creative production and/or changes to creative count as the most common challenge. In fact, more than 9 in 10 said that they at least sometimes experience last minute creative changes or problems in rich media ad production.

The next-most commonly cited challenge was poor implementation and delays, and separate results from the survey indicate that for 40% of respondents, it takes longer than 3 weeks to complete the rich media creative and production process.

What’s more, almost 9 in 10 respondents agree that it’s difficult to run rich media ads across different screen sizes, and recent research from MoPub has called into question just how effective mobile rich media ad campaign are. Still, the Jivox results demonstrate that many brands are moving further into rich media advertising, which the study attributes in part to standardized formats such as the IAB large canvas “Rising Stars.”

About the Data: The survey includes responses from 100 participants at leading ad agencies such as BBDO, Digitas, MEC Global, Mindshare, MediaCom, Omnicom Group, Razorfish, Starcom MediaVest, Zenith Optimedia and 360i.

Job roles of participants from agencies included media buyers/planners, creative and account management. Responses were collected over a three-week period in Q1 2013 using a third-party research site. Out of those agency representatives interviewed, 95% run rich media campaigns for brands.


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