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Rich Media definition


Rich Media (© everythingpossible / Fotolia.com)

Rich Media (© everythingpossible / Fotolia.com)

In marketing, rich media is a term that is used to describe ads that incorporate more advanced features, such as audio or video. Rich media ads are intended to increase the interaction and engagement viewers make with the content the ads present. In this article, we’ll provide more insight into rich media ads, further explaining their purpose and the benefits that they can offer to an online marketing campaign. The goal of any online marketing campaign is to increase enhance interactions between existing or prospective customers and a business. There are all sorts of media ads that can be used to achieve this goal, but the most effective way to do so is by making use of rich media ads.

What are Rich Media Ads?

Any ad that a viewer can interact with within a web page format is referred to as a rich media ad. These ads can appear in various; a banner ad or a video ad, for example. They can also appear as floating ads, ads that take over a page, or advertisements that tear back from a screen. With this type of ad format, various types of technologies are used to improve the experience viewers have with an advertisement. For example, you can stream video in a rich media advertisement.

The technologies that are used in these types of ads typically exhibit at least one of the following characteristics:

  • Supports audio within the ad
  • Allows for advanced animations (such as videos or tear backs)
  • Promotes an instant reaction from viewers

Of all the characteristics rich media ads contain, the ability to display dynamic motion is the most prevalent. This motion can occur over a period of time; for instance, a rich media banner that contains video might appear after someone has been viewing a web page for a certain amount of time. Or, it can occur when a user interacts with the ad; a banner ad may stream video after a user moves his mouse over it, for example.

In simpler terms, rich media ads are a flash creative ad format that uses images, video, sound, and text.

Features of a Rich Media Ad

The following key features set a rich media ad apart from a traditional banner ad:

  • They are highly interactive in that they often feature some type of dynamic motion.
  • They include video and audio elements.
  • They contain a much higher quality of content than traditional banner ads.
  • They can feature flash elements, such as games, within the banner, that encourage users to interact with them.
  • They are highly technologically advanced and very engaging.
  • They typically exceed a file format of 200K.
  • They can use multiple files or an ad unit.
  • They could contain highly detailed metrics that track user interactivity

Types of Rich Media Ads

The most common types of rich media ads are in-page ads, out-of page ads, and in-stream ads.

  • In-page ads. This type of rich media ad usually appears in various portions of a web page, often in the shape of a preset banner or a rectangular box.
  • Out-of page ads. As the name suggests, these are the type of ads that appear out of the web page a user is visiting. Common examples include floating ads, expandable ads, and pop-up ads.
  • In-stream ads. These rich media ads incorporate pre or post roll videos.

The Benefits of Rich Media in Online Advertising

Rich media can offer several benefits for an online advertising campaign. Some of the biggest advantages are outlined below:

  • Increased rate of interaction. When users can interact with an ad, brand awareness increases, the message of an ad is better retained, as is the purchase intent. Moreover, greater interaction can allow data to be instantly captured. Marketers are more likely to capture the attention of their targeted audience by encouraging them to interact with and online ad and by providing them with a more engaging experience.
  • Greater action rate. Action rate refers to the percentage of interactions that incurred additional activity, and in the case of rich media ads, action rate is always higher.
  • Increased conversion rate. Since they are more attention-grabbing and interactive, rich media ads usually have a higher conversion rate than traditional display ads or banner ads.
  • Scalable and measurable. With traditional banner ads, marketers are only able to measure impressions on click-through rates. With rich media ads, marketers can track and measure various important behaviors that are often very subtle and they would not otherwise be able to track; for example, the amount of people who viewed a video that was embedded in an ad.

Metrics Used to Measure Rich Media Ads

Measuring the effectiveness of any strategy in online marketing is important, and rich media ads are no different. The following are some of the metrics that are used to measure the effectiveness of rich media advertisements:

  • Interaction rate. This refers to the percentage of the audience that actually engages with an ad unit.
  • Dwell rate. This metric is the percentage of users who are exposed to a piece of rich media content and interact with the content by moving their mouse over it, but not actually clicking on it.
  • Interaction time. This refers to the amount of time viewers spend engaging with a rich media advertisement.
  • Display time. This indicates how long, on average, an ad was displayed on a web page.
  • Average view time. This metric allows marketers to compare the average amount of time users let a video play to the total length of the video ad.
  • Views and completions. This tracks the start and finish of a video advertisement, which offers important details regarding how interested users are in the content of a video.

Conclusion

With the ability to promote greater interaction, improve conversion rates, and be easily tracked, rich media ads are an excellent addition to any online advertising campaign.


Press releases

FLIMP® MEDIA DEFINES NEW RICH MEDIA CATEGORY
Hopkinton, MA (July 20, 2009) - Flimp Media, proprietor of the first and only comprehensive rich media direct marketing platform, announced today their plan to release an authoritative white paper which defines the IRMC category of rich media. IRMC, which stands for Intelligent Rich Media Collateral, is quickly becoming the new
Flimp Media ® to Publish Rich Media Marketer eNewsletter
Hopkinton, MA (July 10, 2009) - Flimp Media, proprietor of the first and only comprehensive rich media email marketing platform, announced today their intent to create and distribute an email newsletter dedicated to the practice of rich media marketing. The newsletter, tentatively titled “The Rich Media Marketer,” will focus on the
New White Paper Defines Rich Media Direct Marketing Category
Hopkinton, MA (July 30, 2009) – Flimp Media Inc., developers of cutting edge rich media marketing and analytics technology solutions, today released a white paper that defines an new category of rich media for direct marketing called Intelligent Digital Collateral, or “IDC”. According to the white paper, entitled “Rich
AdSpruce delivers rich-media mobile advertising to Vietnam - one of the fastest growing mobile markets
Mobile video advertising industry leader, AdSpruce®, has upgraded its interactive mobile video adverts technology to better support interactive rich-media mobile adverts in Vietnam. This opens new premium inventory to brands and agencies and enables premium publishers to maximise their ad revenue through video and rich media ads. Following 18 months
AdSpruce reinvents mobile video advertising in Singapore with outstream, native and rich-media ads.
Mobile video advertising industry leader, AdSpruce®, has upgraded its mobile video technology to locally adserve high-quality outstream, native and rich-media video ads with more interactive options than any other Supply Side Platform. Throughout 2016, AdSpruce has been focusing much of its attention on the Southeast Asian markets, in particular emerging