“Films and video games deliver successful experiences that impact people on an emotional level. This is something people will begin to expect more from websites and applications that they use everyday. We can evolve the focus of creating a simple task-driven and functional website/application into a valuable human connection.”
With the advent of new and improved advertising technologies, rich media has developed into a popular format for reaching and engaging consumers because the technologies allow the consumer to interact with the creative asset.
Rich Media is now defined as: advertisements with which users can interact (as opposed to solely animation and excluding click-through functionality) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs.
Rich Media also includes in-page and in-text digital video advertisements where the associated content is not streaming in a player environment.