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Glossary · Creative

What is Rich media ads?

Definition

Rich media ads are display ads that go beyond a static image, using video, audio, animation or interactive elements the viewer can engage with inside the ad unit itself. Because they can register interactions such as expansions, hovers and video plays, they report far more engagement data than a standard banner.

What to know

The trade-off is production cost and load weight. A rich media unit takes real design and build effort, and a heavy one can hurt page performance on the site serving it, which is why publishers cap file sizes.

Formats include expandable banners, interstitials, in-banner video, carousels and playable ads. Playables are standard in mobile gaming because letting someone try the product before installing filters out low-intent installs.

Related terms

CTRCTR (click-through rate) is clicks divided by impressions, expressed as a percentage. An ad shown 10,000 times...Creative testingCreative testing is the practice of running multiple ad concepts against the same audience to find which messa...Ad fatigueAd fatigue is the decline in performance that happens when an audience has seen the same creative too many tim...

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