A report be PointRoll says the features of rich media advertising helps entertainment companies drives a lot of interest from consumers toward the brand.
The “2007 Entertainment Performance Analysis” reports says the interactive features of rich media communicate the excitement and drama connected to entertainment products, which causes consumers to interact and spend more time with the brand.
Over 800 rich media campaigns were analyzed to find out what worked best for branding, direct response and what features of the campaigns worked best. Where the advertising was placed within a website was also a key element measured.
One of the major findings was just because an advertising campaign is connected to the entertainment industry, doesn't mean the advertising should be placed primarily on entertainment sites.
Some of the best metrics were achieved by placing entertainment advertisements across a diversity of sites.
For example, automotive sites performed strong for branding time, while computer and technology sites scored high for interactive time.
A lot of the campaigns using rich media for advertising entertainment found it helped fill theater seats, increased awareness of DVD releases, helped TV series ratings and created strong buzz for video games.
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