With consumer spending in India projected to reach a staggering $2.5tn by 2025 of which $3.25 billion is expected to be spent on Valentine’s shopping, the stakes have never been higher. This surge creates a prime moment for brands to redirect consumer attention toward their offerings who are actively scouring the internet for the perfect Valentine’s gift. As we head closer to February 14th, online engagements will skyrocket; however, to stand out in a sea of ads, a brand needs something innovative and dynamic that easily catches the eye and keeps viewers engaged until they are ready to purchase. Rich Media ads are the right cupid for the season and ensure your brand’s message leaves a lasting impression.
However, its potential isn’t confined to attention and walks past being a performance powerhouse supported by eMarketers report stating that rich media outperforms banner ads by an incredible 267% and generates 2x higher engagement rates. This explains how rich media can help brands turn passive scrollers online into an active consumer for their offering. Moreover, what makes it an ideal match is storytelling with a wider potential to draw viewer interest via dynamic, carousel, and gamified ads that tell a story, evoke emotions, and create unforgettable experiences that resonate with them.
On a strategic front, one of the most compelling advantages of rich media is its ability to adapt in real-time to changing consumer behavior and trends. Valentine’s Day is a rollercoaster of emotions driving ambiguous shifts in emotions and with rich media campaigns that can be tweaked on the fly, catching up to them becomes effortless.
Programmatic precision further takes it to the next level with data-driven insights that help deliver ads to the right audience at the right moment when they’re most likely to convert. For example, displaying a user searching for “Valentine’s Day Gifts” with a romantic video or gamified ad showcasing the brand’s offering as a solution to his query can make him consider, even more convert.
Also, not everyone is actively searching for Valentine’s Day ideas and simply scrolling through their feeds, half-paying attention. Rich media ads, with their interactive and gamified elements, are perfect for breaking through this passive behavior. A gamified ad like “Match the Perfect Gift” or a swipeable carousel of Valentine’s memories can stop users mid-scroll and draw them into the experience. These formats earn attention by offering value and entertainment to viewers who might otherwise end up scrolling all day.
To conclude, Valentine’s Day is more than just a holiday, it’s an emotional journey. And in a world where consumers are bombarded with content, rich media ads are the Cupid that ensures your brand’s message doesn’t just land but lingers. With their ability to adapt in real-time, precision targeting and evoke deep emotions, these formats are the ultimate weapon for high-performance Valentine’s campaigns.
Written By: Sanjeev Bankira, Country Head Applabs, India & MENA
