The ad kicks off with an innocent 300 x 250 banner. But click it, and the entire page gets ripped apart by a zooming sports car, which disappears to display a video of the car. It sounds exciting, and rich media ads get better results than traditional display. And yet, there are still critics who doubt the effectiveness of rich media. Ari Paparo, svp at AppNexus, claimed in a Digiday article that rich media is an unproven channel with questionable ROI. He also adds that In-Stream Video is a safer bet.
Boaz Ram is senior manager of product marketing for MediaMind, an ad technology company.
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