A rich media ad is a type of internet advertisement that uses more advanced technologies to interact with the user. This can include ads with streaming video, expansions, or mouseover effects.
The primary function of display advertising is to engage with users. This is different than search engine ads whose primary goal is to generate an immediate web click. Rich media on the other hand, combines the best of both making it one of the most beneficial types of online advertising.
Unlike search engine ads that are text only, rich media ads must be designed and programmed. They go beyond the simple animations of display ads with more robust interactions. With that said, creating rich media ads requires more complex technology involving much more extensive coding. There are also more stringent regulations provided by publishers that must be adhered to. The regulations include file size limits, specific codes that must be used, specific click tracking codes, initial load (polite) restrictions, animation limits and time limits, etc.
While rich media is more complex it can elicit a much stronger response from viewers. Using flash or HTML5 technology, these ads can include multiple levels of content in one placement: videos, games, social interaction, etc. This powerful creative opportunity allows advertisers a much greater ability to impact viewers.
Understanding the three types of rich media advertising
- In-page ads- In this instance rich media ads show up in various designated areas of a web page. Most commonly on the right side of the page or the very top.
- Out-of page ads- These ads are not restricted to designated areas of a web page, instead they show up as floating ads, pop-up ads and expandable ads.
- In-stream ads- These are ads that play before a video or after a video. For example, before you enjoy the video you are about to watch on YouTube you are shown an ad.
These ads have a greater cost associated with them for both the development and the placement but, the advantages are much greater over standard display ads. Higher interaction rates, measurability, brand awareness and performance make these rich media ads the clear choice.