What are 'rich media' ads?

Rich media ads are a type of digital advertising that incorporates advanced features and interactivity to engage users more effectively. These ads go beyond simple text and images by including elements such as video, audio, animations, and interactive components that encourage user participation. The primary goal of rich media is to create a more immersive and compelling experience for the audience, which can lead to higher engagement rates and improved advertising performance.

The characteristics of rich media ads make them particularly suitable for captivating user attention, conveying messages in a more dynamic way, and driving user actions, such as clicks or shares. This format has become increasingly popular in digital marketing because it allows brands to creatively showcase their products and services, making them stand out in a crowded advertising landscape.

In contrast, basic text ads without interactive features lack the engagement factor that rich media offers. Ads restricted to mobile or print formats are also not classified as rich media, as they do not fully utilize the multimedia capabilities available in online advertising.