What is meant by rich media in advertising?

Rich media in advertising refers to interactive creative content that engages users in a way that goes beyond standard static ads. This includes elements such as video, audio, animation, and user interactions that provide an immersive experience for the audience. The appeal of rich media lies in its ability to capture attention and create a more memorable impression, as it often encourages user engagement through actions like clicking, swiping, or deeper content exploration.

Traditional print advertisements, low-cost ad placements, and basic static images do not encapsulate the interactive and engaging nature that defines rich media. Instead, they represent more conventional and less dynamic forms of advertising, which lack the interactive elements that can enhance user experience and drive better engagement metrics. Thus, the emphasis on interactivity is what sets rich media apart, making it a powerful tool in modern digital advertising strategies.