What Is Rich Media?

Rich media is a type of online advertising that uses text, music, video, and animations to attract a user’s attention. Rich media advertising lets users engage in different ways than standard banner ads or other internet advertisements, which are mainly static. Users become interested in the service advertised while interacting with the advertisement’s content. As a result, visitors spend more time on the website, leading to potential purchases. 

These advertisements, also known as multimedia banners, give advertisers the opportunity to broadcast their products and services in a more enticing way. Videos and animations can help organizations communicate their messages more effectively. The interactive components engage customers, helping them to understand the value of a certain item or service.

Rich media types

Although there are several forms available for these advertisements, there are some that are utilized more frequently:

Banner ads

Banner advertisements are a rectangular graphic display, often stationary, and are the type most frequently seen on websites. These ads can be made by combining a variety of dynamic components. With the right tools, most marketers can create simple to complex banner ads.

Interstitial ads

Interstitial ads are made up of a unique blend of images, text, video, and audio. These ads can follow the text or remain in place when a user scrolls down a web page. The majority of interstitial advertisements are full screen, providing a superior view and closing all gaps to guarantee that viewers won’t miss them.

Pushdown ads

Pushdown advertisements do not increase in size; instead, they load as a teaser on a webpage, and upon click, tap, or hover, the ad pushes the web page’s content to expose a larger ad creative. These ads generate more views than overlaying ad units, and they work well with a broad variety of intriguing creatives that do not hide the content.

Multi-directional expanding ads

The multi-directional format is a relatively recent development in the advertising industry. Depending on where it appears on the page, this kind of advertisement will enlarge. The ad will automatically move from the right side of the page to the left when a user clicks on it, and vice versa, depending on where it is positioned. There isn’t much demand for these kinds of advertisements in the market currently because it is still a new concept.

Benefits of rich media ads

Rich media advertising not only increases organic traffic to a site but also increases the exposure of organizations. Users are more likely to interact if rich media ads are enticing enough. As a result, clicking on videos, interactive advertising, CTA buttons, and opt-in forms all work together to increase click-through rate (CTR). It also assists in attracting distinct client groups by utilizing various rich media types such as videos or podcasts.

The visual features in rich media content help people grasp what is being portrayed. Following an intriguing commercial or video, the consumer is more inclined to look into those specific services by clicking on the CTA. As a result, the site’s engagement rate will grow while its bounce rate will fall. Increased conversion rates, greater consumer engagement, and a better user experience improve the performance of the site. Tracking the engagement statistics on a video or podcast can also help create stronger buyer personas.

Rich media vs. standard media

Standard media consists of simple text or picture advertisements. These ads are not interactive, but rather static. At most, the GIF format is supported. The file size of a standard media ad might range from 100 to 200 KB. Standard media are incompatible with technologies such as Java or HTML and clicking on each advertisement generally redirects users to the brand’s website. Ad performance is measured exclusively using the CTR.

Rich media advertisements are audio/video-driven and visually appealing. These are extensible and respond to human contact, making each ad dynamic. These advertisements perform best  with colorful games and behaviorally focused videos. Creatives often have file sizes larger than 200 KB. Each advertisement works with Java, Javascript, and HTML5. Clicking on a lead can result in canvas size extension, floating, or sound, rather than merely the advertiser’s landing page. For measuring user engagement, ad performance can be monitored using a variety of measures.

For more digital ad formats, see banner display adsmobile adsvideo adsnative adssocial ads, and connected TV (CTV).