The writing’s on the wall for rich media advertising as we know it today.
When it debuted, the rich functionality in rich media advertising was seen as a victory. At first it was animation, but then interactive elements became available. Banners could play videos, pop over your screen and expand over content.
The vision behind rich media advertising was admirable: make ads that people want to interact with. But it turned out to be a bait and switch.
Instead of endearing consumers to ads, these formats did the opposite. They pestered users with unwanted pop ups, aggravating expansions, and startling autoplay video with audio. They “politely” loaded megabyte after megabyte on people’s mobile data plans. They intruded at every opportunity because of marginal gains in CTR.
As the ad industry transforms, rich media is on the chopping block. Here are the top 5 attackers.