From Static To Dynamic
There are a lot of advertising tricks to help motivate consumers to act. This is vital because according to Statista, which gathers statistical data from more than 18,000 sources, more advertising dollars are spent on Americans than anyone else on the planet in the year 2016. America came in at an average spend of $604 per American, with Australia coming in second with a significantly lower amount of $465 per Australian. America’s neighbor, Canada, only spent an average of $281 per Canadian. These numbers demonstrate just how much advertising noise exists in the United States, compared to the relative advertising quiet that exists just across our northern border.
Exposure to advertising has at times been referred to as advertising noise. The more advertising noise that exists, the harder it is for an advertiser to get their message heard. In the Shannon-Weaver model of communication, the word noise represents a channel through which all messages must travel before they are received by a decoder, a.k.a. a potential customer. This model states that this noise contributes to the recipient’s inability to fully decode the message that an encoder, a.k.a. an advertiser, has attempted to deliver to them.
Applying this model to advertising in the United States, the noisiest advertising market on the planet, you begin to understand the benefits of selecting an advertising medium that allows advertisers to beat the noise.
Digital advertisers are shifting from static display ads to the infinitely dynamic, interactive, and potentially endless timeline of rich media HTML5 ads. Advertisers are no longer constrained to delivering a small message in the static space available to them in display ads. With HTML5, advertisers are able to deliver an interactive timeline of information with motion graphics.
HTML5 allows the advertiser to literally be louder with their message, improve engagement, and beat the noise of America’s noisy advertising market. Research done by AdForm back in 2014 shows that rich media ads, like HTML5, had a 267% higher click-thru rate (CTR) than static ads!
Now is the time to make the switch from static to rich media. Visit pretty much any website and you’ll notice that rich media is taking over. A shift from static to rich media could be what allows you to break through the advertising noise and get the consumer engagement you’ve been looking for.