Rich and Multimedia Content
What is Rich Media and Why Has it Become so Popular?
You’ve probably heard of rich media primarily talked about in the context of paid advertising. This is where the term is most commonly used, but I’d argue that rich media has its place in content operations as well, as a supplement to more traditional forms of static content.
Wikipedia defines rich media as “a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation.”
Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, etc. You can access aggregated metrics on your audience's behavior, including the number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.
Rich media lets agencies create complex ads that can elicit strong user responses. Using HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.
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