In a previous post we saw what an interactive banner ad looks like. Now it’s time to figure out what a rich media banner is, ’cause advertisers are rightfully crazy about them: they work much better than the conventional ones.
Let’s play with an example and then talk a little about it:
In order to enhance the user experience, flash banners are often interactive. That means that they react in accordance with the user’s actions. The most common features of an interactive banner are the rollover buttons, checkboxes, in-banner navigation systems, sound on/off buttons, play-pause buttons, close buttons and so on. Also interactive banners are often expandable and/or retractable, which means they can change their size based on user action.
Let’s see a simple example of interactive banner:
An interesting series of banners, in which visuals and copy work together to outline the Leica cameras’ qualities. Watch the Leica “Silent” banner ad:
This is quite something. A friendly banner, in a sea of annoying and aggressive display ads…
Now, I know you’ve already watched the banner. And just began reading these lines about… now. Well, that’s quite understandable: it grabs attention …from the content. That means the banner blindness doesn’t work here.
But why is that? Why is this banner working so well?
