Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, peel down, etc. You can access aggregated metrics on your audience’s behavior, including number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.
Rich media lets agencies create complex ads that can elicit strong user response. Using HTML5 or Flash technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.
DoubleClick Studio supports different creative types to display rich media ads in different ways on a target website. Creative types—or formats—include both single asset types (like Expanding) and dual asset types (like In-page with Floating). The creative type is assigned when a designer creates a creative in DoubleClick Studio.
Expanding: A creative that expands beyond its initial pixel dimensions. Expansion can take place after a user interacts (for example, by click, tap, or mouse-over) or automatically when the page loads (Auto-Expand). Can be customized to expand in any direction, shape, or effect and to collapse on user interaction, automatically on mouse-out, or based on a timer. See also Multi-directional Expanding below. Expanding creatives expand over page or in-app content by default, but you can also enable them to push content down on a page (see Push-down, below).
Floating/Interstitial: A creative that either floats on top of a page’s content or appears as a fullscreen ad during natural transition points in mobile apps, such as during launch, loading, and video pre-roll. Floating creatives served on web pages can move with content or maintain a locked position as a user scrolls. The “Locked” option is enabled at the trafficking stage.