Rich Media Advertising: A New Way to Engage

Have you heard of rich media? No, it’s not media reserved for the affluent. Rich media can be defined as “any form of content that deviates from normal text and static images and engages with the end user,” ranging from videos, to podcasts, to more interactive media (Miller, 2014).

The first example of rich media advertising that comes to my mind is when I am playing a game on my iPhone, and the ever-dreaded ads start. Some ads are just videos or your standard banner ads that leave you waiting until you can exit out of them. Some, however, are ads for other games available on the App Store. These ads, instead of just displaying a screenshot of the game, actually let you test out the gameplay by playing a mini-version of the game within the actual advertisement.

Another fun, creative example of rich media advertising is IKEA’s “assemble banner yourself” ads (“Innovating Rich Media Ads,” n.d.). In this ad, IKEA capitalizes on their notorious instruction manuals by having the viewer “assemble” the ad before viewing the content.

An even more extreme, perhaps slightly terrifying example of rich media, is Virgin Mobile’s “Blackwashed” ad (“Innovating Rich Media Ads,” n.d.). This ad uses innovative technology called “blink recognition” through the user’s webcam to engage the user in ways unlike ever before. Rest assured, the user has to give express permission for the ad to use their webcam. Once set up, the viewer can switch between 25 TV channels simply by blinking their eyes (“Innovating Rich Media Ads,” n.d.).

Rich media really emphasizes user engagement in order for the advertisement to stand out from all the other ads that audiences are already exposed to (“Innovating Rich Media Ads,” n.d.). The aim is for the consumer to have a memorable experience with the ad so they are able to recall the good experience and brand name when it comes to times of purchase and decision making.

Are there any examples of rich media advertising you found you enjoyed (or at least found rather memorable)?

References:

Miller, D. (2014, April 30). Why marketers should care about rich-media content. Retrieved from https://www.entrepreneur.com/article/233521

6 innovating rich media ads to inspire your next campaign. (n.d.). Retrieved from https://www.digitaland.tv/blog/6-innovating-rich-media-ads-inspire-next-campaign/