by Conor Mullen – Commercial Director – RTÉ Digital
Pictured : Conor Mullen and Ken Nugent, RTÉ Digital, Birju Umeria, and Carlos Lopez-Plandolit from DG Mediamind.
The RTÉ Digital Commercial team hosted the first digital showcase event in RTÉ, in conjunction with DG Mediamind.
The theme of the event was Interactive Digital Video and Rich Media advertising and we focussed on how interactivity gets results, and how to get the best out of technology.
Presentations were made to key digital agency creatives and media planners on digital trends, new formats launched by RTÉ Digital and some breakthrough cutting-edge formats coming down the line.
Research shows that Rich Media ads are three times more effective than traditional banner formats and Forrester forecast that globally the percentage of spend on rich media advertising formats will increase 30% in the next three years to represent more than 50% of total online display advertising. With increasing focus on ad viewability in the online ecosystem, Rich Media advertising is well placed to take advantage of ensuring that viewability is at its highest in video. With 54% of online ads never being seen*, this is a critical consideration for advertisers both now and in the future.
DG Mediamind’s research carried out in September 2012 concluded that 63% of rich media ads served worldwide are considered viewable. However, video ads performed significantly above average, with more than nine in 10 placements classified as viewable!
The DG Mediamind research has shown that when there is interactivity in video (including site driving call-to-actions,) visits to advertiser sites grows by nearly 70%, and the level of interaction is over 9%, with a Samsung study producing interactivity rates of over 15%!
This level of performance on RTÉ player is class leading.
Further presentations on the evolving trends in digital and rich media are planned in the coming months.
* Source : comScore