3 proven rich-media strategies for your 2011 campaigns
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In this report you will learn:
Trends, tips, and examples for results-driven rich-media marketing strategies,
as well as how to put them into action in a successful campaign.
Driving Mobile Marketing Results
Maximizing Online Ad Performance
Increasing Site Engagement and Conversion
Campaign Action Plan
February 2011
3Proven Rich-Media
Strategies for Your2011 Campaigns
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3 Proven Rich-Media Strategiesfor Your 2011 CampaignsA new era of digital marketing is underway, marked by new connected devices, faster
networks, and a sense of combined chaos and opportunity. The importance of content
continues to grow and the definition of content, particularly in the marketing realm,
expands further every day. Static advertising messages have given way to interactive,
digital experiences that rely on rich media to communicate and engage with audiences.
There are challenges in this new, more-complex approach to marketing, but there are
also huge rewards. This report examines three of the most powerful ways to use rich
media for marketing: what they mean, why they work, and how to use them to drive your
own campaign success.
Driving Mobile Marketing ResultsIn the first section of our report, we look at cross-platform marketing, and how to deliver
rich media to mobile audiences. This section examines the mobile marketing strategies
we already know are working today, and offers five recommendations for driving the
highest results from your mobile outreach. From apps to ads, and mobile websites, these
are the tips and trends you cant afford to ignore. Go to page 3
Maximizing Online Ad PerformanceThe second section of our report drills down specifically on the subject of online
advertising. As quickly as media entertainment is evolving, so too is rich-media
advertising. Yet there is still some trepidation among advertisers about how to make the
most of the new opportunities available. How do you create an interactive ad that is
useful, engaging, and performs well in multiple environments? The focus needs to be on
three key elements: understanding the experience you want to create, reaching a wide
audience, and measuring results with a sophisticated eye toward ongoing optimization.
Go to page 10
Increasing Site Engagement and ConversionIn the third section of our report, we look at company website strategies, and how to
balance creativity and efficiency in your online presence. Not only is it possible to get
creative without sacrificing performance, its possible to deliver a quality experience
without breaking the bank. You need to know first what elements contribute to the quality
of your site, and second how to create a system that maximizes your resources for the
highest levels of efficiency. Go to page 15
Campaign Action PlanThe final section here examines strategic considerations for using all of the potential tacticsat your disposal to create successful marketing campaigns. This includes picking the right
tactics to invest in, putting them together in an integrated campaign, and measuring results
so you can optimize your marketing over time.Go to page 19
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Driving MobileMarketing ResultsIf youve been ignoring mobile audiences , you cant afford to any longer. More than 80
percentof Americans own mobile phones today, and more than 50 percentof thosephones will be connected to the Internet by the end of 2011. The smartphone explosion
means consumers are doing more online and accessing more rich media without turning
to a PC. Among consumers aged 18 to 29, 65 percent already access the Internet on a
mobile device.1 Its an audience you dont want to miss.
For digital marketers, mobility represents both an opportunity and a threat. On the one
hand, you can now reach audiences when and where it s convenient for them, which
makes consumers more likely to respond to your outreach. On the other hand, mobility
may threaten more traditional marketing strategies, because it opens up a new front
where consumers are engaging withand making judgments onyour brand.
Imagine a retail outlet with steady in-store traffic, a successful website, regular online
ad campaigns, and a well-managed email marketing program that has expanded
the companys audience and deepened relationships with existing customers. Now
imagine that a quarter of its customers upgrade to new smartphones over the course of
a year. If the companys marketing content isnt optimized for mobile access, the impact
on its customer base will be profoundly negative. Ads that arent visible are wasted
money, while rich-media website features and marketing emails that arent accessible or
user-friendly can actually create negative brand impressionsturning consumers, directly
or indirectly, to a competitors offerings.
To fill out the mobile landscape further, consider the importance ofand, more
specifically, the increased return rates that stem fromusing rich media in outreach
efforts. Consumers enjoy rich media and are increasingly accessing multimedia content
on their mobile devices. In the U.S., the time spent viewing video on a mobile device is
already approaching the time spent viewing video online on a desktop computer. More
importantly, rich media on any type of connected device has proven not only popular,but highly effective for marketing purposes. According to a June 2010 repor t byDynamic
Logic, video does the most of any online ad format to raise consumer purchase intent.2
Its an increasingly valuable tool for improving online user engagement.
Heres What We Know Is WorkingDespite clear indications of the importance of mobile marketing, the industry has been
slow to respond to new content consumption trends. While many have gotten on board
with using rich media to market products and services, few have taken their efforts
mobile. Marketers are more than a little gun-shy, given the complexity of mobile delivery
and the fact that results data is still limited.
To ease concerns, were offering five recommendations for driving the highest results fromyour mobile outreach. In other words, heres what we already know is working. These
recommendations are based on real-world findings and illustrate proven strategies that
successful companies are using to reach mobile audiences. They arent applicable to
every campaign, but they do provide insight into effective mobile marketing techniques.
35%
65%
Among consumers aged 18 to29, 65 percent already access
the Internet on a mobile device.(Source: Pew Research CentersInternet & American Life Project, 2010)
According to aJune 2010 reportby Dynamic Logic,
video does themost of any onlinead format to raiseconsumer purchaseintent.
http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspxhttp://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspxhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/http://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applicationshttp://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applicationshttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applicationshttp://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applicationshttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspxhttp://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx -
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#1: Timing is EverythingMarket During a Live EventOne of the great benefits of the smartphone is user participation in events as they
happen. Need a sports score? Election update? A peek at the latest gadget as its
launched online? Smartphones make it possible, drawing in audiences that might
otherwise remain offline and disconnected. Because of this, live events offer a unique
opportunity to target mobile audiences with rich-media advertising. As consumers turn
to their phones on a regular basis for online content, there is no better way to capturea huge audience than to latch onto a compelling li ve event. Case in point : the 2010
Olympic Games in Vancouver.
If audience fragmentation is a concern, an event like the Olympics is an ideal channel
for your mobile strategy. NBC Universal increased its mobile coverage of the Olympics
significantly in 2010 through both it s mobile site and a mobile i Tunes app. It was a
potential risk, but the networks optimism was quickly borne out. Mobile video views
increased more than 600 percent over the Beijing Olympics in 2008, indicating that
audiences were engaged with the events from their mobile devices in an entirely new
way. Not only that, but a large number of advertisers recognized the burgeoning mobile
opportunity, causing NBC to sell out of mobile ad inventory before the Olympic Games
had even begun.
In addition to the audience draw of such a big event, the massive support levelsinvolved in the Olympics provided smooth ground for testing a mobile campaign.
NBC Universal, for example, made it easy for advertisers to create content once and
have it distributed effec tively and eff iciently across a multitude of mobile devices. This
multi-platform approach was likely the first opportunity many advertisers had had to
reach audiences on a wide variety of mobile devices and mobile operating systems. If
youre worried about having to create an ad that will work on the numerous smartphones
and tablets now available, it helps to be able to turn over that technical complexity to a
team of experts.
#2: Take Advantage of the Latest and GreatestAlthough the goal of most advertising is to reach as many people as possible, you never
want to sink to the lowest common denominator in your mobile campaigns. The AppleiPad provides a rich new landscape for digital marketing, with the opportunity to create
visually stunning ads full of multimedia content. Because the iPad has such a large touch
screen, its also ripe for ads that support heavy user interaction. While not all iPad ads will
translate well to other devices, early data shows that strong return rates can still make
iPad-only advertising sufficiently worthwhile.
In one of the first in-browser rich-media ads for the iPad, the SyFy channel ran a one-day
campaign with The New York Times in July 2010 for it s show Warehouse 13. Using
HTML5, the ad incorporated multiple videos, along with information on the series, show
characters, and actor bios. The click-through rate in one day was an impressive 2.92
percent, and the interaction rate jumped up to 8.62 percent.3 The heavy interaction might,
in part, be attributed to the ads entertainment value, a result of several touch-screen
features combined with embedded video content. While the SyFy ad might be a noveltytoday, the growth of the tablet market as a whole suggests that the audience for these
types of ads will increase rapidly.
NBCU sold out its entire mobile ad
inventory early for the Vancouver
Olympics.
http://www.mobilemarketer.com/cms/news/advertising/6752.htmlhttp://www.mobilemarketer.com/cms/news/advertising/6752.html -
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The SyFy Networks first rich-media ad for the iPad saw an 8.62 percent interaction rate.
#3: Ads and AppsMultiply Your ImpactAdvertisers have long known that repeating a message makes it more likely that a
consumer will pay attention. However, most media formats dont provide an easy way to
drive multiple impressions at the same time. The Internet is a different animal. Publishers
often use external ad servers to serve multiple ad units on one page with different
creative content. Typically sold as a bundle to advertisers, these associated companion
ads tend to deliver more impressions at a lower cost. The rate of returnmeasured in
cost per thousand, or CPMsis higher.
Coors strengthened its recent Coors Lite campaign by purchasing a display ad right below an in-video placement.
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With mobile devices, screen space is often at a premium, making it harder to deliver
multiple display ads on a single page. However, when the main page content is video,
you can double up by buying a display ad along with an in-video advertisement. In fact,
the latest mobile technology makes it possible for ad networks to recognize attributes of
an in-video ad and sync it up with a companion banner ad. As with bundled display ads,
Limelight Networks has found that this combination improves access to more targeted
impressionsresulting in a stronger digital media campaign.
Another way to multiply your impressions is by branding an entire mobile app, rather
than just inserting a single ad. MTV Networks, for example, has begun to experiment with
app sponsorships. Its popular app The Word, with commentary from Stephen Colbert, is
for sale in Apples App Store for $1.99, but Android phone users can get the same app
for free, thanks to sponsorship by Vitamin Water. In return for its sponsorship, Vitamin
Water gains an exclusive marketing posit ion on The Word for Android users. The model
hearkens back to the early days of TV, when each show was supported primarily by a
single sponsorship. Now in the early days of mobile apps and short-form programming,
that same model can be offered at a much lower relative costdelivering advertising
that is at once dominant throughout a given content channel, yet targeted to an
audience with specific content preferences.
#4: Mobilize Your Site with a Universal URLJust as todays environment demands that your digital ad campaigns reach mobile
audiences, its equally critical that your website be accessible using mobile browsers.
Google announced recently that its mobile search engine traffic grew a full 50 percent
in the fir st half of 2010. Those searches mean that more and more consumers expect to
have full access to online information, including rich media, even from the smaller screens
they carry around in their pockets. Fortunately, the investment of publishing your site for a
mobile audience doesnt have to be technically difficult or financially taxing.
The ability to create content once and distribute it everywhere is increasingly important,
as everywhere includes an innumerable variety of handsets, tablets, netbooks, and
other mobile computing devices. This is where the concept of a Universal URL becomes
useful. For consumers, a Universal URL provides a single site address that displays the
right content, automatically formatted for whatever device theyre using at the time. For
publishers, the service behind a Universal URLlike the one Limelight Networks provides
through the REACH platformmasks the complexity of managing different screen sizes,
resolutions, codecs, and media players of specific devices.
The nearly infinite number of variables to consider in mobile publishing is overwhelming
in the extreme. As consumers turn to their mobile devices for more and more web
contentand their expectations continue to escalateyoull appreciate the benefits of
handing off the complexity of mobile web delivery. The mobile Internet is about accessing
content anywhere and anytime, on your own terms. In a word, its personal. Despite the
fractured mobile universe, your mobile website has to meet consumer expectations for a
well-packaged, personal online experience.
Bundling banners with in-video
ads increases CPMs.
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#5: Use Rich Media Across Every Distribution ChannelRich media strengthens digital marketing efforts, extending far beyond ad campaigns
and mobile websites to social media, email, and SMS. Here again, the Universal URL
comes in handy. Its a way to lead consumers to a rich, dynamic online experiencenot
only across devices, but also across different outreach channels. Using one URL ensures
continuity and allows you to extend your rich-media presence across new forms of
communication.
For example, you can target individuals directly with a Universal URL using multimedia
messaging. Web marketing firm Imavex, a Limelight Networks customer, now includes
video in its suite of mobile marketing services. A number of car dealerships use the service
to send mobile video to both existing and prospective customers. A mobile video acts
like a video voicemail that a consumer can access at any time. Sending a video birthday
message to a loyal customer strengthens that relationship. Likewise, sending a follow-up
video after a customer test-drives a new car adds a personal touch that can make the
difference between a purchase and a lost opportunity.
1 http://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applications
2 http://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdf
3 http://www.mobilemarketer.com/cms/news/advertising/6752.html
http://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applicationshttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://www.mobilemarketer.com/cms/news/advertising/6752.htmlhttp://www.mobilemarketer.com/cms/news/advertising/6752.htmlhttp://www.dynamiclogic.com/na/research/btc/june2010/DL_BTC_Video_June2010.pdfhttp://pewresearch.org/pubs/1654/wireless-internet-users-cell-phone-mobile-data-applications -
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Mobile Marketing Worksheet
#1: Timing is EverythingMarket During a Live EventMobile video views increased more than 600% between the Beijing Olympics and the Olympic Games in Vancouver.
Mobile ad inventory sold out before the opening ceremony had even begun.
Considerations for your mobile strategy:
What major live events are on the horizon?
What major events track to your target audience?
Can you extend an upcoming campaign (holiday event, SuperBowl, etc.) to include mobile outreach?
If youve chosen an event for your mobile campaign, who is distributing
it, and what mobile opportunities are they of fering?
#2: Take Advantage of the Latest and GreatestThe SyFy channel ran a one-day ad campaign on the iPad using HTML5. The ad, which ran on The New York Times site,
incorporated multiple videos and interactive elements. The click-through rate in one day was an impressive 2.92 percent,and the interaction rate jumped up to 8.62 percent.
Considerations for your mobile strategy:
Is your marketing content available across the hottest new mobile devices (iPad, Android tablets, new smartphones)?
If not, why not?
How does the quality of your creative across dif ferent devices compare with the quality of your competitors creative?
Are your interaction and click-through rates high enough? If not, can you diagnose the problems?
Can you use rich media to boost the effectiveness of your marketing campaigns?
#3: Ads and AppsMultiply Your ImpactThe latest mobile technology makes it possible for ad networks to recognize attributes of an in-video ad and sync
it up with a companion banner ad. Limelight Networks has found that combining a banner ad with an in-video ad(pre-roll, mid-roll, etc.) improves CPMs.
Considerations for your mobile strategy:
How can you bundle your online ad buys to get the best CPMs?
Have you talked to content publishers about the bundling oppor tunities they
can offer on the internet and through mobile apps and sites?
How can you combine display ads with audio and video inserts?
Are there app sponsorships you would like to emulate?
Can you propose a time-limited sponsorship for an app that is currently paid?
#4: Mobilize Your Site with a Universal URLGoogles mobile search engine traffic grew a full 50 percent in the first half of 2010, with consumers searching the webon a vast array of mobile devices. A Universal URL provides one site address that automatically displays the right content
formatted for whatever device the consumer is using.
Considerations for your mobile strategy:
How does your site perform across dif ferent mobile browsers and operating systems?
Are consumers staying to browse on your site when they access it from a mobile device?
How fast and ef ficient is your current system for publishing content for access from mobile devices?
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#5: Use Rich Media Across Every Distribution ChannelRich media strengthens digital marketing efforts, extending beyond ad campaigns and mobile websites to
social media, email, and SMS. Web marketing firm Imavex now includes video in its suite of mobile marketing
services, providing a Universal URL for incorporating video in direct emails.
Considerations for your mobile strategy:
Do you follow through on your online ad campaigns with direct digital marketing?Are you using rich media across web, email, and SMS marketing?
Can you tweak your campaigns based on audience response across multiple plat forms?
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Maximizing OnlineAd Performance
The media landscape is undergoing a massive transformation. Content is evolving with
new formats and interactive capabilities, spreading across new devices and plat forms, and
being analyzed for more in-depth data related to audience viewership and engagement.
More people are watching more content across more platforms than ever before.
As quickly as media entertainment is evolving, so too is rich-media advertising. The
opportunities for new types of outreach extend across new distribution channels and
new ad formats, and digital advertisers are paying attention. The world of online
interactive advertising is set to explode, with eMarketer projecting mobile online ad
spending alone to exceed $1 billion in 2011, and $2.5 billion by 2014.1 Still, there is some
trepidation among advertisers about how to make the most of the new opportunities
available. How do you create an interactive ad that is useful, engaging, and performs
well in multiple environments? How do you attract audiences with higher expectations
of the media thats presented to them? The focus needs to be on three key elements:
understanding the experience you want to create, reaching a wide audience, andmeasuring results with a sophisticated eye toward ongoing optimization.
#1: Create a Targeted, Results-Driven ExperienceDetermining objective is the first strategic consideration for an interactive advertising
campaign. At a high level, are you aiming to increase brand awareness, or motivate a
direct response? If its the former, then youre looking at developing campaign tactics that
will engage and educate audiences. Video evokes emotion, games create interaction,
and social media integration draws a personal connection between a consumer and
your brand. All of these tactics allow users to become familiar with a company or product
while also creating positive associations.
It may be that the first image that
comes to mind when you think
of an interactive, rich-media ad
is a retail product an ad for
the Gap, or a new Xbox game
release. However, the successful
use of rich media, including
video, isnt limited to flashy
consumer brands. EyeWonder,
a Limelight Networks company,
worked with Beeby, Clark and
Meyler to develop an in-banner
video feed as part of the GE
Healthymagination campaign
launch. The feed showed a live
broadcast of GE CEO Jeff
Immelt delivering a speech on
the state of healthcare. It ran on
numerous news and finance websites including CNN Money, Forbes, and Huffington Post,
and generated four thousand comments during the hour-long live speech. Half a million
viewers tuned in, and the ad reached a very healthy interaction rate of eight percent. It
was a highly successful result for a brand awareness campaign.
The GE Healthymagination campaign featured a live video
broadcast of the companys CEO. Half a million viewers
tuned in.
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Moving beyond brand awareness, if your advertising goal is to prompt a direct user
response, then the campaigns you develop should be closely targeted in order to
reach the most receptive audiences. They also often require incentives to act. Attention-
grabbing promotional features like contests and coupon downloads can exert a
powerful pull when directed to the right consumers. You can even vary the incentive
based on the target audience. Dynamic creative optimization technology provides a
means to deliver different ad versions to different consumers, based on user actions like
click-through rate or interaction rate, with automatic optimization built in. In a similar vein,
with behavioral targeting, you can target viewers by demographics, geography, activities
on publishing sites, and even by the devices they use. This fine-grain level of targeting
is still relatively new, but it has huge potential. In one of the first available studies, the
Network Advertising Initiative (NAI) found that behaviorally-targeted online advertising in
2009 brought in on average more than two and a half times as much revenue per ad as
non-targeted run of network advertising.2
Once you determine your advertising objective, consider a price/performance analysis
to see what approach will get you the highest return for your efforts. The level of rich
media and interaction you embed in your creative, as well as how finely you decide to
target your message will impact the cost side of the equation, but also your return on
investment. It s a balancing act, but one thats worth the ef fort, particularly as audiences
continue to fragment across an array of media formats and new connected devices.
#2: Improve Engagement by Extending Your ReachIn todays world of fragmenting entertainment, interactive media and targeted ad
delivery are critical, but so is overall reach. A high-percentage interaction rate is onlyuseful if an ad reaches a wide enough audience. And audience targeting is only
successful if the consumers you want to target are accessible. Fortunately, ad technology
is evolving along with media distribution models and new consumer devices. Until
recently, a video ad was only practically served through a desktop browser. Now
video can be accessed in a number of different ways. Smartphones and tablets are
seeing hockey-stick growth, with video consumption on these devices increasing at an
exponential rate. eMarketer estimates that nearly eighty percent of Americans have a
mobile phone as of 2010,3 and that the number of mobile video viewers in the US will
grow almost thir ty percent to 23.9 million by the end of the year.4
Based on click-thru rate, the family sedan clearly comes out ahead in this particular ad
placement, showing the evolution of how the creative automatically optimizes to display
the ad version most relevant to this particular audience.
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The complexity of measurement also comes through in the need to analyze data
across multiple platforms. When youve taken the time to ensure delivery of rich-media
advertising to the universe of smartphones and tablet devices, its critical to measure
campaign success across those distribution channels. You may find that your ads
perform better on certain platforms, which can offer demographic indicators or
suggest differences in playback experiences across different devices. Fortunately, the
trend toward analytics platform integration is accelerating. Increasingly there are tools
available that provide a single window into all of your campaign data, both traditional
online measurements and mobile performance metrics. These tools help you optimize
a campaign during its run, and not just analyze a campaigns effectiveness after its
complete.
Data alone does not solve the challenges of delivering an effective ad campaign,
but it does provide guideposts for continued optimization. The dynamic nature of ad
delivery combined with the rapid return of performance metrics means marketers are
better positioned than ever to act on response trends quickly to improve campaign
effectiveness.
1 http://www.emarketer.com/Article.aspx?R=1007992
2 http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdf3 http://www2.emarketer.com/Article.aspx?R=1007901
4http://www2.emarketer.com/Article.aspx?R=1007845
5http://blog.nielsen.com/nielsenwire/consumer/is-the-ad-biz-through-with-click-through/
http://www.emarketer.com/Article.aspx?R=1007992http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdfhttp://www2.emarketer.com/Article.aspx?R=1007901http://www2.emarketer.com/Article.aspx?R=1007845http://blog.nielsen.com/nielsenwire/consumer/is-the-ad-biz-through-with-click-through/http://blog.nielsen.com/nielsenwire/consumer/is-the-ad-biz-through-with-click-through/http://www2.emarketer.com/Article.aspx?R=1007845http://www2.emarketer.com/Article.aspx?R=1007901http://www.networkadvertising.org/pdfs/NAI_Beales_Release.pdfhttp://www.emarketer.com/Article.aspx?R=1007992 -
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Online Advertising Worksheet
#1: Create a Targeted, Results-Driven ExperienceFor generating brand awareness, video evokes emotion, games create interaction, and social media integration
draws a personal connection between a consumer and your brand. Direct response campaigns require closer
targeting and incentives to act.
Considerations for your online campaign:
Is your objective brand awareness or direct response?
Have you considered adding rich media elements to your campaign? Whether youre marketing
a consumer product or business software, rich media provides a per formance boost.
Are you tailoring campaign messages and incentives based on how your ads perform?
You can cant improve your performance if you dont measure it first.
Have you done a price/performance analysis on your campaign? Be sure
to include not only expenditures, but investment returns.
#2: Improve Engagement by Extending Your ReachIn todays world of fragmenting entertainment, interactive media and targeted ad delivery are critical, but so is
overall reach. A high-percentage interaction rate is only useful if an ad reaches a wide enough audience.
Considerations for your online campaign:
Have you examined all of the dist ribution channels at your disposal?
Have you analyzed the full variety of rich-media ad formats available across consumer
devices and platforms? If not, are you sure youre choosing the right ad vehicles?
Do consumers feel they can engage with your brand in the time and manner that is best for
them? The more your audience is empowered, the better your marketing results.
#3: Make Better Investments with Smarter Performance AnalysisLearning how to analyze new audience measurements provides significant advantages in campaign planningand refinement.
Considerations for your online campaign:
How are you measuring campaign results? Monitoring engagement rates provides
a better indicator of ROI than relying solely on click-through rates.
Are you measuring performance across all distribution channels?
Do you have the analytics tools to optimize outreach throughout your
campaign, and not just reflect on performance afterwards?
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Increasing Site Engagement& ConversionIn the early years of Internet adoption, it was enough for companies to paste up
a virtual brochure on the web and call it a day. Today, weve moved so far
beyond that static state and companies with any online ambition must
consider a vast array of dynamic and rich features in their website
strategies. While many organizations are finding new ways to
engage consumers online, many others still struggle to
achieve the right balance of creativity and efficiency.
If you believe its impossible to add rich media
and interactive web components without
compromising site performance
or at least paying a
steep pricethink
again. In truth, the
roadmaps for deliveringa successful, compelling
website experience have
already been drawn. Not only
is it possible to get creative without
sacrificing performance, its possible
to deliver a quality experience without breaking the bank. You need to know first what
elements contribute to the quality of your site, and second how to create a system that
maximizes your resources for the highest levels of efficiency.
Driving Engagement with Rich MediaCompanies dont add rich media to their websites just to follow a trend. They know that
rich media invites visitors to interact online, provides unique information that cant be
conveyed in text, furthers brand awareness, and even increases purchase intent on retail
sites. The scenarios for rich media are endlessfrom product images, to training videos,
to entertainment content, to customer testimonials, to live-video events. The list goes on.
Not only does rich media deliver experiences companies want to impart, its increasingly
a feature that consumers demand when they visit the online world.
Companies need rich media to pique consumer interest, to keep audiences from
straying elsewhere, and to make it easy for consumers to take action. But rich media is a
double-edged sword: The more its used successfully, the more consumers expect from it.
To complicate matters further, quality is measured across a number of variables, including
technical components that contribute to the online experience. How well have you
organized media assets on your site, and are they easy to navigate? Have you optimized
your website code and compressed files effectively to ensure they dont create lag time?Are you working with a web acceleration partner?
These considerations play into how your site performs and how consumers evaluate it.
They require a website strategy that is carefully thought out and efficiently managed.
If you believe itsimpossible toadd rich mediaand interactive webcomponents withoutcompromising siteperformanceor at least payinga steep price
think again.
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#2: Manage Your Rich Media Assets More EfficientlyDigital marketers need to systemize the process of adding new rich-media assets,
fine-tuning media format and presentation, and supporting delivery to multiple devices.
For video specifically, an online video platform provides a way to simplify the publishing
process and create the richest possible content for online consumers. There are three
different video platform choices to consider:
1. Build or buy. The choice to build your own video platform or outsource video
publishing depends in part on your ability to make educated decisions about video
player technology, transcoding needs, and device support. It also depends on the
internal resources you can allocate to maintenance and troubleshooting.
2. Free or premium.There is always the option to choose a free video platform such as
YouTube, but with it comes a slew of limitations. You should consider how much control
you need over branding, ad placement, and visual style.
3. Simple or complex. As your content library grows, the ability to publish video efficiently
becomes more and more important. If youre updating content frequently, consider a
video platform with a drag-and-drop interface that lets you not only add content, but
customize it quickly and easily.
Customer Example: SKLZ TVSKLZ, the flagship brand of Pro Performance Sports, and the largest athletic training aid
manufacturer and distributor in the world, uses the Limelight Video Platform Solution (VPS)
to power SKLZ TV on its website. SKLZ decided against a free, off-the-shelf solution for
SKLZ TV specifically because it needed customization capabilities for its video player.
The company used Limelights open APIs to build its own content filtering system with
customized keyword search options.
This targeted search functionality helps consumers find specific information in a vast
library of instructional sports videos. SKLZ also took advantage of a VPS feature to tailor
the play button with a SKLZ logo on each of its videos. Whenever a visitor decides to
embed a SKLZ video on another site, the logo goes with it, helping to extend brand
presence across the web. To date, SKLZ TV continues to drive greater sales and traffic
to the SKLZ site every month.
#3: Optimize Your Site for the Highest PerformanceAs a marketer, you want visitors to focus on your content, rather than wondering why a
picture takes so long to load or why your site is popping up an error message on their
Android phone. Consider instituting regular health checks to ensure that your site is tuned
for performance, across all devices. Specific checkpoints should include:
1. Code. You can speed up page delivery, for example, by combining scripts and
stylesheets, splitting objects across different domains, and optimizing your sites search
function. Page performance impacts not only the consumer experience, but also your
SEO (search engine optimization) rankings.
2. Compression. Dont save compression for only the biggest files on your site. Evencompressing a 100K JavaScript can help you squeeze out better site performance.
3. Mobility. A new mobile device arrives on the market virtually every day which
means you need to support an array of hardware, software, and Internet connection
requirements. Make sure your site is optimized for mobile by testing it across the wide
range of devices and operating systems available.
For video specifically,an online video
platform providesa way to simplifythe publishingprocess and create
the richest possiblecontent for onlineconsumers.
As a marketer, youwant visitors tofocus on your con-
tent, rather thanwondering whya picture takesso long to load.
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Site Engagement Worksheet
#1: Accelerate the Experience Consumers Wont WaitWeb acceleration is new territory for many marketers. How can you approach the challenge of achieving a
cost-effective, yet high-performance result?
Considerations for your website strategy:
Do you have the inf rastructure needed to reach audiences around the globe?
Does the performance of your website hold up across geographies?
If you have a spike in traf fic, do you have the capacity to manage the influx of v isitors?
If you use web acceleration services, is your payment model f lexible enough
to meet the timelines of your marketing campaigns?
Have you discussed site needs with potential web acceleration partners to determine if it s possible
to increase online performance and weed out inefficiencies that may be driving up costs?
#2: Manage Your Rich Media Assets More EfficientlyDigital marketers need to systemize the process of adding new rich-media assets, fine-tuning media formatand presentation, and supporting delivery to multiple devices.
Considerations for your website strategy:
Do you have the abilit y to make educated decisions about video player technology, transcoding needs,
and device support, as well as the internal resources to handle maintenance and troubleshooting?
If you are using a video platform, how much control do you need over branding, ad placement, and visual style?
Do you update your content frequently, and if so, does your video platform support updates efficiently?
#3: Optimize Your Site for the Highest PerformanceAs a marketer, you want visitors to focus on your content, rather than wondering why a picture takes so long to
load or why your site is popping up an error message on their Android phone.
Considerations for your website strategy:
Do you know how to streamline your site code to deliver the highest site performance?
Performance impacts consumer perception and search engine results.
Are you compressing everything on your site, or only the largest files?
Is your site optimized for every mobile device? Do you have the means to test it?
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Campaign Action PlanAs a marketer, its critical for you to know about all the potential tactics at your disposal
especially as new technologies, channels, and audience behaviors open up new
opportunities. But its just as important to know how to use these tactics to create
successful marketing campaigns. That means picking the right tactics to invest in, puttingthem together into an integrated campaign, and measuring results so you can optimize
your marketing over time. Here are some tips for moving from exciting new possibilities to
successful campaign realities.
Choose the right mixLots of tactics look attractive, and newer ones tend to generate a lot of requests
(like Lets do a viral video!). The trick: dont start with tactics, start with strategy.
Doing so will not only help you create more successful campaigns, but also help
you justify and defend your investment. Some specific tips:
Set your strategic underpinnings. Agree to and document your overall goal,
measurable business objectives, target audiences (be specific), and key message.
Think from your targets perspective. What information do they need to go through
each step of the purchase process? Where do they go to get it? What are their online
behaviors and media preferences?
Match your tactics to your objectives. For example, some tactics are fabulous for
building awareness; others are really good at getting targets to learn about your
product. Make sure youve got your real objectives covered.
Integrate across tacticsMost successful campaigns dont rest on one successful execution (even if thats the single
thing we remember about the campaign). There are almost always multiple channels,
media, and tactics at work and working together. Effectively integrating your campaign
elements will increase the performance of each element, and multiply the results of yourcampaign overall. Some specific tips:
Connect the dots. Avoid dooming a tactic with build it and they will come illusions.
Whether you use funnel math or just common sense, be realistic about your
investment in promotional tactics that will reach enough targets to drive a sufficient
fraction of them to engage.
Never leave a prospect at a dead end. For example, if you grab your targets attention
with a banner, give them a way to engage in-banner with a v ideo, then drive them to
deeper content on your site, and let them become a qualified lead by signing up for more.
Repeat, repeat, repeat.Your targets need to see the same message many times for
it to sink in. Make sure theyre seeing it consistently across the banners, the videos, the
landing pages, the web site, the print ads, etc.
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Measure and optimizeOne of a marketers biggest pitfalls is not being able to show the return on a marketing
investment. Planning for measurement is critical not just for proving performance, but also
for launching results-oriented campaigns and getting the most out of them over time.
Some specific tips:
Its never too early to think about measurement. As soon as you know your objectives,
you can start figuring out what you need to measure. Make objectives and their
measurement a test for each tactic in your campaign and use them to help make
decisions about creative execution, too.
Put a measurement plan in place. Plan ahead for resources, time, and tools youll
need for tagging, pulling data, analyzing, and reporting. And identify what
measurement insights will really be important to you, so youre not just swimming
in spreadsheets of data but rather looking for tell-tale indicators that matter.
Be ready to optimize. Alas, you can never be sure exactly how your audience
is going to react to your efforts. But new technologies like rich media give you
richer performance data faster, and new tools allow you to test multiple versions
and optimize on the f ly. Make sure you take advantage of these in time to make
a dif ference.
Make Rich Media Deliver forYour 2011 Campaigns
For more information on how to make rich media deliver, visit ourmobility platform,
dynamic creative optimization,video platform, andweb acceleration resources online,
orcontact our sales team.
2011 Limelight Networks, Inc. All rights reserved. Limelight Networks is a registered trademark of Limelight Networks, Inc. Other products and companynames may be trademarks of their respective companies All services are subject to change or discontinuance without notice February 2011
About Limelight Networks:
Every day, Limelight helps marketers deliver engaging websites, rich-media content,
and innovative advertising to Internet-connected consumers around the world. Our
global platform and our deep expertise in high-performance online delivery can
accommodate any combination of content, audience, user device, and project
objective. So marketers and adver tisers can create the ultimate user experience
on every screen, every timewithout needing to worry about the technology that
makes it possible.
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