The rocky road to cross-platform rich media
A recent JIVOX survey (http://www.jivox.com/pdfs/Jivox_Research_Rich_Media_Survey.pdf) confirmed for us that despite the rising demand for rich media from advertisers, the process of getting these innovative ad units to market continues to be a very challenging process, for some of the agencies involved, as there is a dire need for standardization across media platforms.
Adoption of rich media units has been proceeding at full tilt, and as more screens open up to advertising, the opoortunities or our cusotmers, the challenges for agencies have both increased. Rich media standardization for desktop creative still feels elusive at the best of times, and now with mobile and tablet in the mix, developing an engaging cross-platform campaign can sometimes feel like climbing Everest.
We simply cannot afford to wait for our industry to develop the standards and processes needed to execute these campaigns in a seamless and painless manner. Opportunities for our customers to bring some great ideas to the table risk being left behind and that is unacceptable. We all need to push past this point – the campaigns that launch successfully now may be the ones that help us build out the framework needed to make this an accessible option for our customers’ digital media plans.
What do YOU think? Leave a comment below.