DMA: Does Rich Media Rock?
A Digital Market Asia article, by Priyanka, March 20, 2012
Gone are the days of static banner ads, or that is what the brand marketers are saying. It is true in a sense. Today the consumers are inundated with advertisements that create a clutter, and not many brand voices can get registered.
Moreover the attention span is lessening because there are so many things to see and hear for the consumers. That is why there is an increasing need for brands to make a differentiation – that is where rich media works.
NB: this article is in reference to the IAB US Rising Stars