What Is Rich Media Advertising? Types of Rich Media Ad Formats

Rich media advertising is a form of in-stream video advertisement. What Is Rich Media Advertising? It allows advertisers to include interactive elements such as animation, audio, buttons and forms in their ads.

The problem with rich media advertising is that it’s hard to know how effective it really is when you’re just looking at numbers on your dashboard or website traffic reports.

We’ve developed this simple infographic that gives you the information you need to make an informed decision about using rich media ads for your business.

What Are Rich Media Ads: The Complete Guide For Publishers
What Are Rich Media Ads: The Complete Guide For Publishers


What is Rich Media Adverting?

Rich media ads are digital advertisements that feature interactive elements. They’re made using programming languages like Adobe Flash, HTML5, and Java.

All rich media ads have the ability to collect information about how users interact with them, including what they click or whether they hover their cursor over certain parts of an ad for a certain amount of time. Advertisers use this information to measure the effectiveness of an ad campaign.

Rich media ads are available in a wide range of formats, including video ads, animated GIFs, web banners with hotspots, pop-ups that expand when users mouse over or click them, and floating or fly-in panels.

Distinctive Features of Rich Media Units

Rich media ads are interactive and require some user actions for the audio or video to be played.

This leads to an improved experience than we have with standard display ads, which can interrupt you straight away without allowing time for contextualization of their message before playback begins.

Rich Media Ads also make use of gaming elements-in fact they’re one way that companies hope users will interact with them compared your typical banner ad!

Rich media ads have much greater file size than standard display ads, usually amounting to more than 200 KB. That’s why not all the publishers support them for now!

Rich Media Ads are compatible with Java Script and HTML5 so they can be used on any website or app just like every other ad format – but there may still come a time when your lead will receive an extension in their purchase process instead of going directly from this point without engaging further through sound or animation.

Rich Media Ads vs. Standard Display Banners

As people are getting used to spending ever more time online, advertisers need to be able to attract their attention.

They do so by increasing the number of ads they display and by creating advertisements that will stand out from the ones displayed by competing companies.

The most common types of online advertisements include standard display banners and rich media ads. The differences between these types are not exactly straightforward.

An example of a rich media ad is the one seen in the video below. The advertisement has sound, motion and interactivity.

Standard display banners are static images that link to advertisers’ websites or landing pages. They can be animated to grab people’s attention but they do not have any sound or interactivity.

5 Benefits of Rich Media Ad Formats for Advertisers

4 Inspirational Examples on Rich Media Campaign | Insight at FreakOut
4 Inspirational Examples on Rich Media Campaign | Insight at FreakOut

Rich Media Deliver Better CTR

Rich media ads have been proven to deliver a high CTR. They can outperform standard banner ads by an incredible 267%.

Rich Media Ads include images, videos or audio files in addition to text on websites and social media platforms along with other creative elements such as animation which help create the immediate consumer experience advertisers crave when they’re looking for more engagement from their customers online.

Interactive Ad Formats Provide Great User Experience

The reason rich media units have such good ROI is that they provide an excellent user experience, making users pay more attention to them.

Users are not forced to leave the site or interrupt their browsing when viewing this type of ad because it’s interactive and loads quickly in comparison with other ads on a website – which means marketers can get revenue directly from these types if websites without having additional expense!

Rich Media is Good at Driving Purchase Intent

When Tubular Insights conducted a study to see which ad formats are most successful, they found rich media was the clear winner. Rich Media Ads with videos resulted in an average 1.16% increase of purchase intent- significantly higher than GIFs or simple Flash ads!

You Can Squeeze More Data from Rich Media

Rich media ads allow advertisers the ability to scale and adjust campaigns with greater knowledge of what works or doesn’t work on their behalf.

This is possible because rich media platforms have metrics such as impressions, pre-interaction enticements, display time views full screen video completions that can be measured in order for an advertiser know if a campaign was successful long term.

Results from these insights would then depend upon your specific goals which may include increasing brand awareness among certain demographics at risk due internet saturation while simultaneously reducing total TV minutes watched per capita by 10%.

Rich Media Adverts Help Build Brand Awareness Faster

Rich media ads can help brands establish a greater foothold and build on awareness. The Tubular Insight study found that rich media video formats were the best ad types to increase brand favorability; they developed an additional 2% in likeliness compared with control groups!

4 Benefits of Rich Media Ad Formats for Publishers

Why Brands Should Embrace HTML5 Rich Media Ads Moving Forward | TUNE
Why Brands Should Embrace HTML5 Rich Media Ads Moving Forward | TUNE

Rich Media Ads Don’t Interrupt Browsing Experience

Rich media ads allow users to stay on the website without leaving for an uncomfortable landing page experience that could force them away.

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Rich Media uses pictures and videos which allows publishers’ site visitors timepieces rather than be interrupted by advertisements unexpectedly out of nowhere like static banners would do.

This way, people can continue browsing as normal while still being able see what else there is about their favorite sites or products within those pages!

Rich Media is Measurable

All the rich media in advertisements are designed with interactivity, so that publishers can track more metrics.

This is important for advertisers who want actual data on their advertising campaigns and how much money was spent versus what ROI rate there is in return of purchases made by viewers or favorability towards brands through this medium.

Enabling Rich Media, You Are On The Same Page With Advertisers

Rich media ads are a powerful way to advertise your business, as they provide more information about the product being advertised.

The reason why these rich media advertisements have become so popular among advertisers is because it’s much easier than static banner Ads or other typical formats that can take up load times on an internet browser window while users scroll through content below them; instead you only need space for one image with captions describing what this picture depicts!

Rich Media Cost More, So You Increase Your Revenue

When it comes to rich media ads, the cost per 1000 impressions (CPM) is typically higher than banner ad CPMs.

This presents publishers with an opportunity for increased revenue by running these types of advertisements on their sites and bringing in more money from each user who sees one of those promoted posts or videos!

Types of Rich Media Ad Formats

Mobile Ad Server: The What And How of Rich Media Ad Serving for Mobile
Mobile Ad Server: The What And How of Rich Media Ad Serving for Mobile

Interstitial Ads

A new type of ad, the interstitial is designed to be highly interactive and full screen. It appears at natural transitions points in websites or when there is a break for gaming.

These ads can either remain locked so that it captures user behaviors while scrolling on your webpage , maintain an unlocked position best if you want them visible but not blocking any navigational features such as menus etc., but they also leave themselves vulnerable by giving easy access through clicking anywhere within viewable area.

This way we may know what content our users prefer more often than others!

Banner ads are usually found on web pages and can be created in many different ways.

This makes them highly demanding advertisements because of their ability to incorporate dynamic elements such as animation, video clips or audio files for added impact – which is why so many marketers and advertisers love using banners! Banner ad affordability also makes this form a popular choice among small-medium business owners looking for low cost advertising campaigns.

Expandable Ads

Users can expand an ad by clicking with their mouse or tapping on the screen, but once expanded they must click again to make it go back down. This process sounds tedious for people who are not tech-savvy enough in order to use this feature properly.

Pushdown Ads

The ad will appear as a teaser on the webpage. Interested users can click or hover the mouse over top of it, and by doing so – you know what happens next right? The content pops down for full viewing!

This form type is not only cheaper than expansive rich media ads but also provides an angle where there would otherwise just be flashing lights without any purpose behind them other than filling up space which generates less revenue due to fewer clicks from potential customers thus lowering profitability even more drastically in comparison with its cousin.

Slider Ads

The creative aspect of slider rich media ads often involves the use of .swfs, img and 3rd party codes.

These are displayed at the bottom or center-bottom area on your user’s screen as they scroll through content – these elements will stick to their browser window so you can target potential customers with them during this time!

9 Classic examples of rich media


Intel introduced its new laptop to customers by using advanced 3D technology. The company’s laptops only get better with the help of this cutting-edge innovation, which allows them be extremely thin and lightweight without compromising on functionality or durability!

Intel also used 360 degree videos in their ad campaign that showcased various features for potential buyers to see firsthand how amazing these notebooks really are so if you happen notice one while browsing through consumer reviews online then don’t hesitate – take advantage today.

Narcos (Netflix)

Netflix has come up with an interesting and creative way to promote their new show. They blow out a hidden animation in the phone when you get hit by something, which then reveals all about this crime series!

Bates Motel (A&E)

The A&E series Bates Motel has been a huge hit with audiences, and they want more! The show is now in its third season.

To promote the new episodes coming up soon, advertisers used 100 different cameras to film Norma and Norman as if you were right there experiencing all their best moments from start-to-finish – live at 360°.


DreamWorks Animation studio launched over 550 ads on different mediums, including animation films and TV shows to attract audiences from across the globe.

Their unique colourful designs were successful in gathering people all over world who enjoyed watching these vibrant advertisements every day!

Harley Davidson

As a part of their mission to introduce new bikes, Harley Davidson created custom-designed ads that walked the customers right through these models.

Coupled with rich user experience and unique ad creative inviting viewers click on for themselves what company wanted present – campaign was huge success earning 9% mobile CTR!

Sally Hansen

Imagine a day when you can try out different nail polishes in the comfort of your own home without having to leave and go shopping for them.

I know it sounds like an idea, but that’s exactly what Sally Hansen did with their new release! To ensure customers had one-of-a kind virtual access through interactive ads created by augmented reality technology

They gave every person who viewed this campaign on Instagram or Facebook camera authorization which allowed users permission from third party sites including ‘TheNail Art Handbook’ to upload videos containing real time footage showing each user applying color over apps such as Snapchat Spectacles.


Sonic is launching an interactive ad campaign that has the potential to be a hit. The coolest part about this advertising strategy? You can interact with it and find your nearest location!
The timer starts at 8pm, when all of Sonic’s other ads traditionally run their course.


Infiniti had a brilliant idea for some advertising, and it worked! The 360° ad allowed users to get inside of virtual car’s for an experience that felt just like being there.

You can even see what your own vehicle would look if you were test-driving them in real life – all from the comfort of home on any device with internet access (no driving required).

The images they used throughout this campaign really add something special: we’re shown different angles at once; we pan around outside views while looking down onto our steering wheel before walking up underneath seat belts…it gives off such feelings as though I’m actually gliding across routes near my house or passing by scenic landscapes along Highway 101 out West Coast USA.

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To raise public awareness of the dangers of smoking among youngsters, Truth launched a campaign using interactive ads that warned people about possible effects and risks. One such effect is second-hand smoke leading to cancer in cats!

Why are rich media ads important?

Enhanced interaction rate

Marketers have learned that interactive ads work best to uplift brand awareness. It also helps in capturing data, purchase intent and message association with an engaging experience for users – something marketers should consider when developing their strategy moving forward!

Large space

Static banner ads are limited to a single frame, which can be even smaller when viewed through tablets and mobile screens. Rich media allows marketers the opportunity advertise on an expanded scale no matter what device they’re using!

Raise Brand Awareness

A new study has found that customers can be distracted by banners and advertisements. The majority of people subconsciously ignore these pop-ups, which means advertisers must make them as interesting or engaging as possible in order for their message to be noticed–but is this really such a bad thing?

The phenomenon known as “banner blindness” causes visitors’ attention levels drop when they come across website banner style information like ads on the internet.

However rich media (i.e., videos) attracted much higher rates than standard text links because graphics attractiveness attracts more engagement time from users allowing potential consumers – who may have otherwise overlooked what you wanted them specifically –to take notice before making any decisions.

Greater customer engagement

Rich media is a fantastic way of engaging with customers.

Why it’s so unique when compared to other types of ads, like banner advertisements or TV commercials, has everything that people need in an interesting and engaging ad: pictures/videos from your product as well as interactive moments designed just for them!

The best part about this type if advertising? Rich Media doesn’t interrupt their flow.

They can watch what matters most while still getting advertised at by marketers without being bombarded constantly which keeps attention high making conversion rates higher than ever before among consumers who love feeling engaged during each commercial break moment thanks to these special features offered exclusively through responsive web design technology-powered sites.

Better user analytics

Rich media ads provide a wide range of analytics for the marketer to track and analyze user behavior.

With static ad campaigns, advertisers have limited options in order gain insights into what customers like or dislike about their products – but with rich media advertising they can get more information on customer preferences than just click-through rates!

Video plays combined with sound effects may offer insight into how well your videos are being watched which could lead you down new marketing strategies based off this factor alone.

While adjusting content type might also produce better results too thanks largely due graphics elements sticking out from background noise when someone watches higher quality video footage vs low definition clips posted across various platforms such as Facebook.

Fast-paced and attention-grabbing

Interactive video content is becoming one of the surest ways to interact with customers in this ever-changing and fast paced environment.

Interactive technology has led foster communication that captivates viewers attention span like no other form can, making it an important aspect for advertisers who want their advertisements remembered long after they’ve watched them end.

Interactive videos give people more incentives than static images or text alone.

There are opportunities not only on your website but also through social media platforms which make these interactions feel personal rather than automated emails filled out automatically by programs according marketers’ wish lists.

Great in performance

To create a more engaging and creative ad, you can increase your click-through rates by using video ads on social media.

Studies have shown that videos with high production values have five times higher conversion rates than standard advertisements!

In addition they also tend to generate many clicks from potential customers which in turn increases sales for companies who use these types of marketing strategies – imagine how much money could be made if everyone took advantage?

No restriction in creativity

Rich media ads are a freedom for advertisers to produce creative, engaging ads that will increase the conversion rate of your website. With unlimited options in formats and creativity there’s no end to what you can do with these types of advertisements!

Suits a wide range of audience

The internet has made its way to audiences belonging to all age groups and categories. In today’s global market whereby competition is exceptionally high, advertisers need to tailor their ads specifically for particular classes of people like teenagers or adults with older siblings who might share content online too!

A rich media ad allows you not just one but multiple customized messages tailored just for teens’ Messenger chats vs sending the same message out on Facebook where everyone gets exposed regardless if they want that information publically displayed about themselves.

Impactful and have a higher click rate

Rich media ads have a higher click rate than static ads, so you’ll be gaining more conversions. These interactive and fun-filled videos are quick to grab customer attention which means they’re going down in popularity quicker with visitors–helpfully providing an opportunity for your site or page!

Improved user experience

Rich media ads are a great way to generate more traffic and engagement on your site.

They don’t force visitors out of the page, but instead provide an engaging experience that encourages them stay longer in order for search engines like Google or Bing (for example) rank you higher than competitors with less engaged audiences!

Improved tracking

Advertisers can now track their video ad viewers and the duration of time that they watched. This is made possible because these new features in ads have all the necessary tools to enable enhanced tracking, which was not possible before!

For example: with just one click on your screen you’ll know how many people watched for an average length of two minutes or less without them leaving?

Measuring the performance of rich media ads

Social Mobile Rich Media – More Than A Mouthful | Visual Media Alliance Insurance Services
Social Mobile Rich Media – More Than A Mouthful | Visual Media Alliance Insurance Services


This number tells you how many times your ad has been seen. It can be misleading, though – because an impression does not mean the visitor saw the advertisement! Presence of ad blockers and superimposed ads by other companies could sometimes give false results with this metric in mind.

Engagement Rate

The engagement rate is the percentage of interactions per impression for an ad unit. It can be calculated by using this formula: engagements divided by impressions * 100.

It’s important to keep in mind that your ads will not always have a high number or ratio, so it might take some time before you see any gains from optimizing these numbers.


Optimization is key to success in advertising. It’s not enough that you get your message across; it has be seen by as many people possible!

The more times they see an advertisement, the better chance there’ll be for them take action or conversion on what was being offered within its bounds. So this means maximizing impressions with every single ad campaign launched.

Display time

The average time the ad is visible on a web page depends largely upon its placement.

Some videos can last as little as 15 seconds or up to 2 minutes, so it’s important for you know how long your video will be before adding one in order not waste viewers’ precious scrolling real estate with promotions that go nowhere!

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Interaction time

The time that the ad is on screen and engaging with it’s audience varies from person-to-person, but as a general rule of thumb this average engagement rate hovers around 20 seconds.

Interaction rate

This metric helps advertisers to determine the user engagement rate.

Interaction Rate is the percentage of users who have engaged with an advertising campaign, and it’s useful for companies looking at their ROI on ads in general or specific types like social media commercials versus banner advertisements.

Dwell rate

The dwell time is determined by taking the length of time that a user remains exposed to an ad after their first engagement with it.

This way, advertisers can make sure they are getting enough attention from potential customers since there’s no guarantee that people will stay engaged in every single one if someone else starts interacting for them!

The average person spends 6 seconds on social media before concluding his/her post or start scrolling through other posts–which means these ads need around 3 minutes worth (or about 18%!).

Expansion rate

Each time an ad is expanded, it causes the number for this statistic to increase.

Average time of viewing

This term refers to how many times an advertisement expands in order for it be viewed. It can take on values between 1 and infinity, meaning this number will always stay the same as long as there’s at least one ad expansion per video played or webpage browsed online!


The number of times a user watches your ads is called a view. Rich media has many different types, but they all have one thing in common: There’s more information than ever before for viewers to take in-depth looks at!

The term ‘rich’ refers not just to pieces that are colorful or detailed; it also means boasting depth with increased detail from what was seen on TV screens years ago which could only give glimpses into certain moments during programs instead now you can see pretty much everything happening live as if right ahead of yourself through high definition video clips.

View Rate

Video ad engagements show how many times your video has been watched, so you can use this as a way to measure success.

A great metric for determining the effectiveness of advertising with videos on social media is average view time (AVT).

This value indicates an individual’s engagement level per minute and provides insight into what people find most engaging about each advertisement segment – be it humor or heartwarming sentimentality!

Mutes, rewinds, pauses and closes

It’s also possible to track user actions while the video was played, such as mute and pause.


This refers to the amount you can earn by completing a video.


The options for this field are as follows: sign up to receive a newsletter, download a white paper or event registration form.

Conversion Rate

This number reflects how often a customer is visiting your site and converting into an order, expressed as a percentage.

Cost per conversion

Total Cost Per Conversion is the total cost divided by your number of conversions.

This can be used as a measure for advertising effectiveness, because you want ads that don’t waste money on unneeded traffic and customer acquisition but instead get people to convert into customers right away due their valuable time spent seeing an ad or clicking through from social media.


The total revenue that is attributed directly to the visits coming from display advertising. This number can be anywhere between $0 and a lot, depending on how much an advertiser wants their ads seen by potential customers!

Revenue per visit

The CPM is a common pricing metric used to measure the value of advertising.

It’s calculated as total revenue generated from ads divided by number of visitors or views, and it provides advertisers insight into what they should charge for their campaign based off how many people saw them during that period time frame.

How to Create Rich Media Ads and Use This Format in an Ad Server

The return of rich media in a programmatic world - Digital Media Marketing News
The return of rich media in a programmatic world – Digital Media Marketing News

First, you’ll need software that is capable of creating ads in Rich Media format (i.e., Java, Flash, Silverlight). Second, you will need an ad server that is capable of serving Rich Media ads.

Once you have these, you’re ready to get the code for your rich media creatives.


Rich media advertising is a relatively new type of digital marketing that has been exploding in popularity over the past few years. It’s not just about video ads anymore, as there are now many different types of rich media formats to choose from.

In this blog post we explored some of these options and provided an overview for those who may be unfamiliar with what they entail.

We encourage you to follow our blog if you want more information on how best to use rich media advertisements your business might need help with any aspect including production or content strategy!

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