Back in the day, rich media was a fringe element to any campaign. An oddity, if you will. But that was then. Over the past six years, rich media has become an increasingly essential part of online marketing.

Now, Quality is king, and Gimmick has left the building. Measurability and effectiveness have replaced experimentation. Rich media used to be a fun little toy for brand marketers. Now it does direct response, call to action, brand image, and marketing work of all kinds. And it has performed extremely well.

Rich media is what all online display media should be: ads that respect the consumers’ web browsing experience, and entice them to play, explore, engage and act.