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    • Aug 7
    • 3 min read

The Revival of Rich Media Ad Formats

As advertisers reduce their programmatic spend and publishers pivot towards direct sold ads, the need for flexible and customised ad formats becomes increasingly crucial.


Reflecting on the Past

Let's take a journey back to the digital publishing landscape of 2014, when programmatic advertising was just starting to gain traction. At that time, it comprised only 52% of display-related advertising revenues. Flash video ads still had a couple of years left, and digital media consumers were fascinated by interactive rich media ads with reports of ads being four times as effective as standard banner ads in terms of clickthrough rate.

High-impact, creative ad formats from a decade ago coexisted harmoniously with premium publishers' content. However, as the open programmatic marketplace expanded, many of those engaging ad units disappeared as publishers opted for easily transacted, low-yield static banners.


Embracing the new Rich Media Revival

Publishers and advertisers are reevaluating the benefits they derive from the open programmatic marketplace. With advertisers curbing their programmatic expenditures and publishers focusing more on direct sold ads, the need for adaptable and customisable ad formats is becoming essential.


Here’s why high-impact rich media creatives are set for a revival:


  1. User Engagement with Interactive Rich Media

Platforms like TikTok and Tinder have influenced how users interact online. While static ads can lead to banner blindness, engaging interactive rich media executions that involve user interaction can boost dwell time and brand engagement.


Effective ad features that drive engagement include:



  1. High-Impact Units Are Less Disruptive High-impact units, previously considered disruptive – such as wallpapers, immersive page takeovers, and floaters – are now seen differently. Today’s web users deal with pop-up video players, cookie banners, adhesion units, and multiple ads in the viewport at once. A new generation of high-impact rich media units can restore the balance between user experience and ad revenue. A single high-impact execution instead of a page cluttered with ads, can be more memorable and generate significantly more revenue.


  1. Overcoming Banner Blindness The combination of first-party data and dynamic rich media creative is powerful. Smart publishers are integrating first-party data not only into audience targeting but also into the creative being served. Rich media ads can transform data into impactful, personalised ad executions. Data-driven creative and optimisation capabilities enable publishers to merge first-party data with advertiser data feeds for real-time ad customisations. Imagine an airline campaign that dynamically shows available frequent flyer miles and flights this weekend from a viewer’s nearest airport, alongside videos of that destination. Combining relevant data with captivating creative assets like video or animations, and delivering it through a single ad tag, allows publishers to sell high-impact ads at higher CPMs without adding complexity for their ad engineering or operations teams.

  2. Enhancing Site Quality and Revenue Premium publishers should ensure that their ad experience matches the quality of their content. Over Reliance on programmatic fill can result in low-quality ads populating their sites. Publishers investing in direct sold ad programs need to prioritise creative quality. Making impressions more valuable by offering interactive, rich media ad products can engage users and provide advertisers with compelling options for delivering their messages.


Next Steps

Reviving rich media ads formats will enhance ad quality and boost revenue. Advertising continues to be a key revenue source for media executives. Shifting to direct sold ads requires a strategic adjustment of ad products to ensure publishers deliver effective and engaging ad experiences that connect with users and fulfil advertisers' goals. High-impact, rich media formats offer the flexibility, customisation, and performance needed to command higher CPMs. Unlike a decade ago, they are now easier than ever to execute efficiently. Rich media ads are poised for a comeback, capturing user attention, increasing engagement, and driving higher revenue. 


By embracing these interactive and dynamic formats, publishers and advertisers can elevate their ad strategies and deliver compelling experiences that resonate with today's digital audiences.



Chat to us about how you can utilise rich media to drive business impact and user engagement. 


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