Today advertising has taken up a new form with a better outlook and user engaging capabilities with Rich Media elements. The best examples of present day’s attractive RMMA ads include the expandable ad banners or video player applications appearing within a mobile website or app, attractive real time content changes or floating ads in the website page, etc. One can define RMMA or Rich Media Mobile Advertising as a mobile advertising methodology where users are able to interact with ads in different mobile contexts like mobile web browsing or mobile applications. This is a much better way of engaging users to the brand as compared to the earlier static display and click through ads. The RMMA advertisements in mobile contexts have more value than conventional ads. They are known to provide an enhanced streamlining user experience which probably leads to engagement of more and more customers with the brand thereby helping businesses to boost up their identity and sales.

A few key advantages of Rich Media Mobile Ads over the conventional static ad banners are as follows:

More Eye-Catching: The rich media ads can encapsulate the attention grabbing elements like moving images, 3D pictures and various other forms of catchy, dynamic displaying content. Hence, they are more attractive and eye-catching as compared to conventional static ads. So, with RMMA ad units, businesses are sure to drive better click rates for their brand ads thereby leading to increased customer engagement and conversions.

Maximizes Conversions by Exploiting Device Capabilities: There are various versions of RMMA ad units that exploit the mobile device capabilities like touch or mouse event, touch to call, cover flow, share or tweet, instant call back, motion or 3D etc. This helps maximize conversion rate for businesses.

Increase in ROI: The rich media mobile advertising process involves creation of completely customized ad units which can drastically increase ROI of businesses through additional user targeting and intensive personalization features.

Convey More Information: With rich media ads, businesses can now convey more information within various mobile contexts as users go through the process of website browsing or app browsing. The firms can now highlight more information regarding their products or services to the consumers through rich and better quality ads like display of expandable ad banners, video integration within ad unit and many more.

Measurement of User Behavior: Apart from views and clicks, RMMA ads allow for user activities for interacting with ads like expansion of ads, video play, sharing with contacts etc. Hence, it is possible to take a note of the time based and touch based metrics of user engagement with RMMA ads thereby providing insights into user behavior which can be used by businesses for developing customized brand promotion campaigns.

Better User Targeting & Personalization: Rich media advertisers can choose to integrate various elements in their brand specific mobile ads like video and audio embedded in ads, 3D, motion or animations effect in ads, resize, move or expand an ad, installing a call phone or SMS options in ad and much more. So, RMMA ads can be intensely personalized for brand promotion. They can be used to target specific kind of audience too.

Hence, Rich Media Mobile Advertising provides significant opportunities for the businesses to showcase their products and services to their customers in an improved and a more attractive format. It improves user experiences, consumer engagement and improves ROI for the businesses.