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Rich Media is the common term for a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation. Also known as ‘rich advertising’, it deviates from "standard" display advertising in that it is interactive, engaging, or informational or it breaks free of basic, accepted IAB-determined online standards (Schafer, 2005).
Rich advertising was a concept dreamed up to help marketers reach consumers jaded with traditional static advertising. With click through rates averaging at a startlingly low 0.5% (Miletsky, 2002) it became evident that banners that entertained or surprised viewers with their interactivity before they were even clicked had a definite edge (Mand, 1998). Flash, Shockwave, Real Audio/ Video, pull down menus, search boxes and applets allowed for new levels of interactivity. For example some banners allow users to play a game within the ad without even clicking through at all. Once the game – usually a small test of skill – is over, they are given the option to click through to the sponsor’s site.
Rich Media was created in reaction to the growing trend for consumers to ignore static advertising online. However it is this need for change that ensures the constant update and application of Rich Media. Rapid technological advances in a variety of media and mediums result in unique applications being devised to allow advertisers new ways to reach consumers. For example RSS (Really Simple Syndication/ Rich Site Summary), podcast advertising and in-game advertising (see advergaming, gamevertising) are all common practices that utilise new technology in ways that were unheard of a few years ago. Security concerns have meant that so far, email has largely been untouched by Rich Media. However Ian Schafer, CEO of interactive marketing and promotions company ‘Deep Focus’, believes that the next upgrade of Outlook (Microsoft’s key email software) will enable flash animation to run safely within email, heralding in the next phase of viral and database marketing.
Man, A. (1998) There’s gold in them banners!, Brandweek, 39, 38 – 39.
Miletsky, J. (2002) Planning, Developing and Marketing Successful Websites. Boston: Thomson.
Schafer, I. (2005) What is Rich Media, Really? ClickZ Network: Solutions for Marketers. Retreived 28th October 2005 from http://www.clickz.com/experts/ad/rich_media/article.php/3550486.
Stephanie Hulett 03:24, 28 Oct 2005 (EST)
