Is Rich Media Good For You?

A recently published Kagan Research report forecasts rich media will be the fastest growing area of internet advertising from 2006-2015, with the category having topped $1 billion in 2005.

by Patricia Bates

This expected growth is a continuing validation of rich media as an effective way to reach audiences and build brands. Rich media has become a standard of online display advertising for companies in several industries, such as automotive, consumer goods, entertainment, financial services and pharmaceuticals, among others.

The popularity of rich media stems from its acceptance by users as an engaging, entertaining way to interact with brands. With rich media, publishers can provide cleaner online environments, enabling advertisers to engage with consumers based on their level of interest in seeing the content.

Rich media has seen an exciting growth period but has an even more exciting future. As media companies continue to roll out online only content, there is huge potential for video advertising in multiple formats. Video enables advertisers to repurpose their content, providing more functionality and a more detailed picture of marketing effectiveness.

Some possible directions for rich media in the future involve the integration of search with display, incorporating it on mobile devices, handheld and in-game advertising.