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Rich media is a type of digital advertising format that incorporates high-resolution imagery, animation, expansion, sound, video, interactivity and other elements to persuade audiences to interact and engage with the rich media ad's content. Rich media often allows users multiple paths to engage with the brand.

It's useful to contrast rich media with standard banners, which represents a more common, lightweight format (often limited in file size), with no expansion, lower resolution imagery, no sound nor video, and minimal interactivity. Though standard banners can have animation, these are often minimal in nature, and users often only have one way to engage with the brand (clickthrough to the brand's site).