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Engaging a Modern Audience: Rich Media

May 27, 2020 11:02:02 AM

Hiperwall Photo for Signage Solutions-3

Modern advertisers and marketers are in a constant cat and mouse game for the attention of the people they are trying to reach, across all platforms and at all times. The modern consumer, when out and about in normal daily life, will see thousands of logos and companies. The modern consumer sees the logos on their cell phones, on bus stops, on billboards, and building names. And the most common result of this logo inundation is that consumers become desensitized to the logos and the ads. The logos and ads start to become noise that consumers turn out.

The traditional advertising content of billboards, posters, paintings and other signage used to be enough to get people’s attention. Eventually this content evolved into more attention grabbing mediums; louder colors, larger displays, and more flash. However, in working with our customers in over 71 countries around the world, we’ve noticed that flashy content is no longer enough to keep and hold the attention of the people you are trying to reach. Regardless of the country you operate in or the demographic you are trying to reach, humans find certain principles and strategies more engaging when it comes to advertising.

The advertising content of the future is media that is interactive and engaging in nature, and we like to call it “Rich Media.” Rich Media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

One of the most frequently successful examples of Rich Media that we have seen are engaging company videos displayed on video walls in corporate lobbies that hold the attention and interest of visitors touring the facilities or waiting for a meeting with the company. These company videos can be used to tell the story of the business and where they’re headed in the future, rather than merely handing out a brochure or expecting a visitor to read a physical sign mounted on the wall.

Another frequently used Rich Media medium is pre-recorded presentations and videos that are shown to employees in video walls throughout a corporate building or campus to keep employee morale high or educate the workforce on new developments. Even though there is value in having an executive or senior manager speak to an organization to keep the troops happy and informed of where the company is heading, the leader can’t be there throughout the whole work day to rally the employees and explain what’s new with the organization. That is where Rich Media comes in. Rich Media can play on video walls throughout the corporate building or campus all day long and be delivered perfectly every time, the sort of delivery that humans cannot compete with.

And finally, there’s the application of Rich Media in shopping malls and commercial centers. If you are a consumer walking through the mall are you going to stop and take interest in the crumpled up poster underneath a smudged glass case, or are you going to look at the 100 square foot video wall with engaging video content and sound playing out at you? Our customers have found that 9 times out of 10, the customer is going to stop and pay attention to the more engaging video wall displaying Rich Media, which is exactly why businesses benefit so much from investing in Rich Media technology that can actually keep their customers’ attention.

At Hiperwall we believe there’s a time and a place for traditional ad content like billboards, posters, and banners: in the past. The modern consumer doesn’t even see content unless it’s moving and shouting at them, which is why the emphasis on Rich Media is critical to businesses seeking to reach and influence the people their content comes into contact with. For more information on the best types of Rich Media to display for your organization in the most cost-effective fashion, submit a form to Hiperwall here and we’ll send you the best tips and tricks we’ve seen our customers succeed with yet.

Jonathan Gieg
Written by Jonathan Gieg

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