The Evolution Of Rich Media Advertising: Current Market Trends, Success Metrics And Best Practices
Source: Double Click
Rich media offers unprecedented capabilities for measuring consumer interactions with the ad, such as the rate and time of interactions, video plays and custom events. The advanced levels of brand interactions that rich media offers to advertisers deliver results in terms of brand impact: rich media performs significantly better than GIF/JPG ads, particularly for ad awareness and message association. When interactivity and especially video are added to the mix, the impact on brand metrics can be tremendous.