Seismic Interactive & Design

June 21, 2008 | Rich Media

Rich media is all the rage and for good reason. Rich media can increase click-through rates, can help break through the clutter of standard banner ads and often times can contain as much information in a banner as an entire micro site. But what exactly is rich media and is it right for you?

According to the Interactive Advertising Bureau, “Rich media is now defined as advertisements with which users can interact (as opposed to animation-only ads and excluding click-through functionality) in a web page format.” Interaction is key to getting your target audience engaged with your brand. More engagement typically lends itself to more recall, more sales or more of whatever your desired outcome is. But rich media must be thought all the way through before implementation and must meet campaign goals. Just like any other distribution vehicle, rich media must be used with the right audience to reach them at the right time and must fit within your budget.

While rich media is another great tool for web advertising, it is just that, a tool. It is not the silver bullet that advertisers keep searching for. Instead, just like other advertising, it must fit within the strategy, it must be the right way to deliver the message and it must complement the other elements of the campaign. However, if rich media does fit with your goals and objectives and is the right way to get your message to your audience, be prepared to get your creative juices flowing. Your imagination is the limit when it comes to rich media.

Posted by Lynn @ 10:37 am