Let’s give you a situation here. You’re exposed to a standard display ad and then you’re shown an interactive ad with visually appealing aspects. Which one are you most likely to be impressed by? The answer is obvious – the latter.
Most advertisers do not admit it, but a lot of display ads barely get noticed, let alone clicked. It’s not that they aren’t effective, but there are a lot of innovative formats or as we like to say, “rich media ads,” that are capable of driving a lot more attention. Audiences have developed what’s now widely referred to as “banner blindness,” wherein they instinctively ignore static ads the same way they ignore terms and conditions pop-ups.
This isn’t particularly a design or a budget issue. Display ads are great, but not as interactive, which makes it harder for the audience to engage with or convert. Enter rich media, which is the complete opposite. Let’s get to understand how rich media is outperforming standard ad formats and how IncrementX helps brands integrate these formats seamlessly.
Table of contents:
So, What Exactly Is Rich Media?
Rich media isn’t just a trending word, but it’s what happens when ads go from just showing up to actually making a difference. Rich media ads are the unique ad formats that move, respond, scroll, and are interactive enough for the viewer to engage.
Think expandable banners, interactive carousels, in-banner video, cube ads, etc. Basically, creative formats that invite a lot of interaction and attention.
Why Audiences Respond Differently to Rich Media
Let’s break it down.
- It’s interactive and not static: While regular banners make an appearance, it’s rich media ads that invite people to tap, swipe, or hover. That makes them more engaging and memorable.
- It feels natural to the user: Users are used to tapping, swiping, hovering, and scrolling. Rich media fits seamlessly into those natural habits.
- It brings the message to life: With video, motion, or multiple layers, rich media tells a story that gives the audience something to experience.
And this is where IncrementX steps in. It enables brands to deliver these high-performing creatives across multicultural, niche, and high-intent audiences without the friction or complexity that rich media used to come with.
How Rich Media Boosts Programmatic Strategy
For advertisers, outcomes are a serious topic, and rich media ads makes programmatic advertising more effective and efficient.
This is how it adds a lot of value:
- Better Brand Recall: Users are most likely to remember a rich media ad in comparison to a standard static ad.
- Improved CTR: While standard display lingers for some time, rich media formats regularly see better CTRs, especially for niche, localized placements.
- Higher ROI: Rich media improves post-click behavior: more scrolls, more form fills, more time spent.
That’s exactly why IncrementX works with both advertisers and publishers to scale rich media formats across premium inventory and high-intent audience groups.
The Final Verdict
Rich media has made its way into advertising, and it surely has made a difference in how ads are perceived now. IncrementX helping brands do it at scale, across the audiences that actually matter, the shift is becoming a standard, not a strategy.
This isn’t about throwing out static ads altogether. It’s about knowing when to go bigger, when to be interactive, and when to design for attention, and not just impressions.
If your brand’s media strategy is still serving ads that audiences scroll past without noticing, it might be time to ask:
Are we showing up, or are we standing out?
