Rich Media Ads
Interactive units — video, animation, and engagement built in.
Overview
Rich media ads go beyond static images to incorporate interactive elements: video, audio, animation, expandable panels, forms, mini-games, and other features users can engage with directly inside the ad. Built with HTML5, they offer far more creative scope than standard banners and capture richer engagement metrics — not just clicks, but interactions, expansions, video plays, and dwell time.
How it works
Rich media creatives are built as HTML5 packages and served through specialist platforms (historically Google Web Designer / Studio, or third-party vendors like Celtra). The ad serving tag loads a lightweight container that then pulls in the interactive assets. The platform tracks granular engagement events — panel expansions, video quartiles, interaction time — and reports them back alongside standard impression and click data.
Common uses
- →Expandable banners that grow on hover or click
- →Interactive product configurators and showcases
- →In-ad video with playback controls
- →Gamified brand experiences
Pros & cons
Pros
- ✓Far higher engagement than static creative
- ✓Rich, granular interaction metrics
- ✓Memorable, interactive brand experiences
- ✓Flexible — video, games, forms all possible
Cons
- ✗Expensive and time-consuming to build
- ✗Heavier file sizes can slow page load
- ✗Requires specialist ad-serving platforms
- ✗Not all inventory supports rich media
Live examples
Simulated mockup — illustrative, not a real ad
Expandable interactive unit
Interactive
Acme Sneakers
Tap to explore →
↑ Expandable rich media unit — click Expand, then interact with the colour picker. Real units track every interaction.
Live ad — served by Google AdSense
And here's the real thing: an actual ad served into the page. What appears depends on the advertiser auction and your browser — it won't always match the format above.
Ad slot
Awaiting AdSense ad unit
Key metrics
Avg. interaction rate
3–8%
Pricing model
CPM (premium)
Engagement vs. static
Up to 5×
Avg. dwell time
Higher than display
Advertisement
Ad slot
Awaiting AdSense ad unit