What Are Rich Media Ads, and How Do They Work?

Ever feel like the internet is just a bunch of static images and boring banners yelling at you to ‘BUY NOW’ or ‘CLICK HERE’? Well, those are standard banner ads, and let’s be honest, they’re not winning any popularity contests. Rich media is a more engaging, interactive way to grab attention. It’s the cool cousin of standard banner ads.

Let’s look into what rich media is, how it works, and why it’s got everyone in online advertising buzzing.

What is considered rich media?

Rich media ads are interactive and dynamic—they can expand, float, play video, audio, or animation, and let you scroll through content without leaving the page. They’re commonly found on social media platforms and other online spaces.

So, what falls under rich media? We’re talking about everything from video ads that start playing when you hover over them to ads with embedded games or surveys. If an ad does something more than just flash in your face, there’s a good chance it’s rich media. 

What’s the difference between rich media and standard banner ads?

You know those basic ads that are like wallpaper on a webpage? That’s your standard banner ad. It’s usually a static image or a simple animated GIF with a click-through link. They’re straightforward and pretty one-dimensional. They just sit there, hoping you’ll click on them.

Rich media, on the other hand, invites you to get involved. Whether it’s expanding to show more content, playing a video, or letting you interact with different elements, rich media ads are all about engagement.

Look how this seemingly ordinary clothing ad transforms into an immersive window-shopping experience. If you’re not interested in browsing the store, simply click the exit ‘X’ to return to your content.

How does rich media work?

Now that you know rich media, let’s unpack how it works. 

Rich media ads use a combination of HTML5, CSS3, and JavaScript to create these interactive experiences. These technologies allow ads to expand, float over content, or integrate video—all without making you leave the page.

Here’s the cool part: because rich media ads are so interactive, they can collect more data than standard banner ads. They can track how users interact with the ad—like how long they watch a video, where they click, or how they interact with different elements. This information gives advertisers ample data to refine their campaigns.

Another thing to note is that rich media ads often use third-party ad servers to manage and deliver content. That allows for real-time updates and optimizations, meaning the ads can adapt based on what’s working best at any given moment. So, if one version of an ad isn’t pulling its weight, it can be swapped out for another version on the fly. Pretty slick, ey?

Benefits of rich media ads

Okay, now let’s get to the good stuff—why should you care about rich media ads? What’s in it for you?

1. Higher engagement: People are likelier to engage with them because they're interactive. And when people engage, they’re more likely to remember your brand.
2. Better performance data: Remember how we talked about rich media tracking interactions? This tracking gives you many insights into how your audience engages with your ads. You can see what’s working and what’s not and tweak your campaigns accordingly. It’s like having a feedback loop built right into your advertising.
3. Creative flexibility: With rich media, the sky’s the limit regarding creativity. You’re not stuck with a static image—you can create an entire experience. Whether it’s a video that auto-plays, an interactive product gallery, or a mini-game, rich media lets you think outside the box and get creative with your messaging.
4. Mobile-friendly: Rich media ads are designed to work seamlessly on mobile devices and apps, ensuring that your content looks great and functions well, no matter where your audience views it. This adaptability makes them perfect for reaching users on the go.
5. Ideal for social media: Rich media ads thrive on social platforms, where quickly grabbing attention is critical. Their interactive nature makes them highly effective in social media's fast-paced, scroll-heavy environment.
6. Increased brand awareness: Because rich media ads are more engaging, they’re more memorable. And that means better brand awareness. People are more likely to remember an ad they interacted with than one they just glanced at.
7. Improved ROI: All this engagement, data, and brand awareness add up to one thing—a better return on investment. Rich media ads might cost more upfront but are often worth the investment because they perform better than standard banner ads.

Rich media ad formats and examples

Okay, let’s look at some rich media ad formats, along with ad examples worth emulating 💡✨

Expandable banner ads

This rich media ad usually begins as a regular banner. However, when a user hovers over it or clicks on a designated call to action, the ad expands to showcase extra content like a video or image slideshow. There are several types of expanding ads, including pushdown ads, multidirectional ads, and floating ads, which animate across the screen for a few seconds to capture attention.

• Floating ads hover over the content on a webpage, and the user either moves them or they disappear after a few seconds.

• ‍Pushdown ads expand by pushing down the page content rather than overlaying it, allowing more space for interactive elements.

• ‍Multidirectional ads expand in various directions across the screen, moving horizontally, vertically, or diagonally. If the ad is on the left of the page, it will automatically expand towards the right side when a user clicks on it and vice versa.

Video ads

Video rich media ads are interactive ads that combine video content with dynamic features, allowing users to engage directly with the ad. Unlike standard video ads that simply play, these ads might include clickable elements, embedded forms, or even mini-games within the video. 

They capture attention and provide a more immersive experience, often leading to higher engagement and better brand recall. Video rich media ads can be auto-played, user-initiated, or tailored to expand based on user interaction.

Interstitial ads

Interstitial ads are full-screen ads between content pages, often with interactive elements or videos. This interstitial 3D cube ad by Philips allows the viewer to engage with the items that will be on offer during the Black Friday campaign.

In-page ads

You will find in-page ads embedded within a webpage's content, which can include interactive elements like forms, games, or surveys.

Slider ads

These ads slide onto the screen from the side, typically with a mix of text, images, and interactive elements.

Lightbox ads

These ads expand and darken the rest of the screen to draw attention, often including video or interactive content.

Polite ads

These ads load in the background and only expand if you click on them, minimizing disruption. ​​This Hermès ad is subtle, but if viewers want more details, they can simply click 'See More' to reveal a carousel showcasing featured outfits from the campaign.

Takeover ads

These high-impact ads take over an entire webpage or a significant portion of it, often including multiple interactive elements. They dominate the user’s screen, making it nearly impossible to ignore, and are perfect for making a bold statement or launching a major campaign.

Out of ideas for rich media Meta ads? 🎥

Madgicx’s Ad Library is the inspiration and ad creation one-stop shop you need. It’s brimming with inspiring Meta ad examples that can fuel your creative process. Plus, with Madgicx’s Creative Workflow, you can browse and save any ads you like and then brief our design experts once you’ve found ones you’d like to replicate for your brand.

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So, there you have it—a crash course in rich media. If you’re tired of boring banner ads that don’t do much, rich media might be your new best friend. It’s all about creating ads that people want to engage with.

And next time you see an ad that moves, expands, or invites you to interact, you’ll know what’s going on behind the scenes—it’s rich media doing its thing 🕺