What are Rich Media Ads?
Rich media ads are display advertisements that include interactive or multimedia elements — video, audio, animations, expandable panels, or other features that go beyond a static image.
Where a standard banner just sits there and hopes for a click, a rich media ad invites interaction. It might play a video on hover, expand to show a product gallery, or let users configure a product directly within the ad.
Common Rich Media Formats
- Expandable ads — click or hover to reveal a larger panel with more content
- Video banners — auto-playing or click-to-play video within a standard display slot
- Interstitials — full-screen ads that appear between content (common on mobile)
- Playable ads — mini interactive experiences, popular for mobile game advertising
- Floating ads — overlays that move across the screen or anchor to scroll position
Performance vs. Standard Display
Rich media ads consistently outperform static banners on engagement metrics. Higher CTR, longer interaction time, and better brand recall.
The tradeoff is cost. Rich media ads are more expensive to produce (design + development), command higher CPM rates from publishers, and have heavier file sizes that can affect page load times.
They make sense when brand experience matters more than raw cost efficiency — product launches, brand awareness campaigns, or when you're fighting creative fatigue from running the same static ads too long.
Frequently Asked Questions
Standard display ads are static images (JPEG, PNG, GIF). Rich media ads include interactive elements — video, audio, expandable panels, hover effects, or mini-games. Rich media ads have higher engagement rates but are more expensive to produce and typically have higher CPMs.
Generally yes. Rich media ads see click-through rates 2-3x higher than standard banners because the interactive elements capture attention. However, they cost more to create and serve, so the ROI depends on your campaign goals and budget.
Common formats include expandable banners (click to reveal more), video ads that play within the banner, interactive product showcases, 360-degree product viewers, playable ads (common in mobile gaming), and ads with built-in forms for lead capture.