Wednesday, March 6, 2013, 9:09 AM ET|Posted by Stewart Schley
With more people accessing web content through smartphones and tablets, advertisers want to make sure rich media ads, including video, play nicely across all types of screens. But a survey released today by Jivox shows ad agencies are frustrated with producing rich media ads for an increasingly complex device universe.
Jivox’s Q1 survey of more than 100 ad agencies (e.g. BBDO, Digitas, Mindshare, Starcom, Razorfish, MediaVest and others), released this morning, found 88% of respondents are “somewhat” or “very” stressed about authoring rich media ads that often include video elements. Another 15% don’t even try.
That’s a problem, because demand for rich media ads is rising. Jivox said 51% of respondents have seen an increase in client demand for rich media ads, and another 20% expect more demand this year. Recently, Forrester Research forecast that rich media and video ads will account for 73% of all online interactive display ads in North America by 2016, suggesting these formats are going to become increasingly important.
The challenge is that ads must be meticulously optimized for differing screen sizes and encoding formats or they’ll fail to render properly, said Jivox CEO and founder Diaz Nesamoney. It’s becoming a bigger issue as more people use mobile devices to access online content. According to Accenture’s 2012 Mobile Web Watch Survey, 69% of all Internet users get to the Internet through a mobile device.
Diaz explained how the survey underscores a gap between “the desire and want – meaning, a lot of clients are asking for more rich media – and the degree of challenge and frustration.” To his point, 40% of Jivox’s agency respondents said it takes them 3 weeks or longer to make rich media ads and 31% said they almost always encounter campaign delays because of last-minute glitches. 66% said they’d recommend using rich media more often if production times and costs were halved.
Jivox addresses the mobile ad-authoring problem with an “adaptive ad technology” engine that eliminates manual coding and development and ensures that rich media ads have to be written only once to play across any screen. The technology detects what device is being used and adjusts for screen size and encoding variations without requiring new ad tags.
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