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Rich media

What is rich media? Rich media formats

Rich media is a term used to refer to ads that are not the typical static banners with fixed text and images. They aim to go further and capture attention, as well as encourage user interaction.

To achieve this, they use videos, animations, audio and, in short, dynamic elements that help improve the effectiveness of the ads.

1. Advantages of rich media

Rich media ads offer multiple advantages over conventional creatives. These include:

  • They are more attractive and don’t go unnoticed by users.
  • They generate more interaction when compared to static ads.
  • They improve the conversion rate of campaigns.
  • They offer a better user experience (UX).
  • They allow the advertiser to obtain a large amount of information on user behavior.
  • They boost brand awareness (branding).
  • Rich media has a playful component that puts us at the top of mind of the user.

2. Types of rich media ads

There are different types of rich media ads, with varying degrees of complexity. The most common and widely used formats are:

  • Banner. These are the ads that usually appear at the top of the page, as well as on the sides. They are the most common ads, with fixed predefined sizes, and the most widely used.
  • Interstitial. They are full screen and appear over the content when the user changes to another page.
  • Expandable or drop-down. These are ads that activate automatically the moment the user interacts with them, by clicking or hovering the mouse pointer over the ad.
  • Push-down. These are expandable ads that move the content of the website where they are displayed to the bottom when they expand, removing the website from the visitor’s view to display the ad.
  • Video slider (small sticky player). These are ads that are displayed at the bottom of the screen, as a footer, and remain in that position during the visit.
  • VPAID. VPAID ads are displayed in the in-stream video player itself (such as the YouTube player) and are usually video content.
  • Dynamic creatives. These are banners, expandables, interstitials, etc. that behave dynamically. This means that they are displayed in one way or another, changing their content and creative on the fly to better adapt to the website visitor (according to their profile).

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