A term coined to refer to ads that have video, audio, and other features to engage people. Ads with rich media creatives provide an engaging user experience and drive higher conversions, click-throughs, and view rates.
Rich media include:
- banners;
- dynamic creatives;
- expanding creatives;
- interstitials;
- lightboxes;
- multi-directional expanding creatives;
- pushdown creatives;
- videos;
- VPAID.
Also, they may include special features such as polling, send-to-a-friend, gallery, etc. Google Rich Media offers detailed reports on the engagement such as the number of ad expansions and video completion rate to understand the performance of the ad.