Rich media
Rich media are interactive ad formats -with video, animation, games, galleries or forms- that invite users to do more than just look.
Unlike a static banner, a rich media ad expands, responds to touch, lets people rotate a product, watch a video or play without leaving the page. That is why it is measured differently: beyond clicks, it tracks interaction rate, dwell time and what the user did inside the ad.
It earns more attention and brand recall, especially when shown to the right audience. In the Burger King case, for example, an interactive format aimed at ice cream and chocolate lovers reached a 54.2% interaction rate.
