Since then RMAs have come a long way, and now the convention is to create them to suit the supporting site. Having said that, if you are planning to use RMA for your own business, the following questions may need to be answered first:
- Can I design a good RMA to suit my site or do I need to outsource it?
- If I am outsourcing it, how much does that bump up my budget by?
- What kind of RMA am I looking for, and what size can I manage with?
- Do I want it to be a simple rollover or a complex mini-site type model?
- Do I really need the RMA? Does my product need interactivity to be marketed or are .gifs enough for its marketing?
An honest answer to these questions will often tell you that RMAs may not be what you need right now. If your product has still not taken off and you are still advertising on smaller sites, be advised that RMAs may not be supported on these sites. In such cases, it would be a far wiser idea to stick with static advertising using images. If, however, you think that your product can now be helped by some RMAs, do not put all your eggs in that basket alone. Like any form of advertising, RMAs are not fail safe. This means that a wise marketer would understand the need for a multiple pronged approach to advertising and not spend the entire ad budget on creating RMAs that may, at the end of the day, not work sufficiently.
It is easy to fall into the temptation of using RMAs but the truth is, it is still the future of advertising. The smaller businessman might still have to make do with an interesting static ad for his product because there is still a long way to go before RMAs become the preference. But if you are already up there and want to use RMAs, no matter what, keep in mind that there still are size restrictions, and even now most sites are not equipped to support RMAs.
*RMA = Rich Media Advertisement