Case Study: Texas Tourism - Even the ads are bigger in Texas - (Page 6)
Moving Beyond the Challenge
[ CONCLUSIONS / LESSONS LEARNED ]
Sophie Reeds of Texas-based TM Advertising offers these tips on using rich media in advertising campaigns. Unless you have an unlimited budget, be strategic about where you run rich media. Test rich media on a variety of sites to determine where it performs best then optimize those placements. Look at rich media ads overall performance to see if they work for a particular campaign. Define your measure of success and monitor performance to see if the ads experience the intended results. Allow users to have control to stop, play or mute video. Let them have power over the video experience.
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