Rich Media vs. Static Banners: Comparing Engagement & CTR

April 12, 2024
5 minutes

Rich media is an interactive form of online advertising that incorporates advanced features like video, audio, and other elements that can engage users directly within the ad unit.

Unlike standard banner ads, rich media commands attention, inviting user interaction and offering immersive experiences.

We pulled some Eskimi stats across 30,159,238,622 impressions to compare static banners with different rich media formats.

To give a fair assessment and statistic validity on performance each format and template type below has at least 250.000 clicks

Rich Media Ads: Eskimi Performance Results

The table below showcases the performance of several templates from our Rich Media Builder vs. static banners in the past six months.

At the baseline, we have static banner ads with no engagement.

While widespread, this format offers the lowest engagement among the datasets provided. It serves as a benchmark for comparison, underscoring the significant leap in performance when advertisers opt for more interactive and engaging formats.

The data reveals a clear trend: ads that incorporate interactive elements consistently outperform their static counterparts. With rich media formats you kill two birds with one stone. You get much higher CTR, but most importantly you get engagement. Key points include:

Parallax Ads: The highest performing templated ad across the test with an impressive engagement % and a CTR over 5x as high as a standard static banner.

Pixel Pages: This format leverage dynamic visuals and effects to attract users, achieving higher engagement rates. Their sophisticated design catches the eye and encourages users to interact, leading to more memorable ad experiences.

Scratch to Reveal: This format stands out for its unique interaction model, inviting users to actively participate by "scratching" the ad to reveal hidden content. This gamification aspect significantly boosts user engagement, demonstrating the power of interactive elements in capturing audience attention.

Animated Cubes Interactive: Though this format shows a lower engagement rate compared to others, it still surpasses the static banner, highlighting the universal benefit of adding interactivity to ads.

Seeing the CTR improve is great but what puts Rich Media on a different stratosphere is engagement. Static banners don't invite people to interact. They see them and scroll by them.

Having people stop and interact with the ad has been found to generate twice as manyconversions compared to passive content.

Characteristics of Rich Media

Before you start looking for rich media examples for your next campaign or studying the statistics below, it’s essential to understand what makes rich media stand out.

Interactivity: Rich media ads often include interactive elements such as games, quizzes, or embedded forms. This interactivity enhances user engagement and can significantly increase the time spent with the ad.

Multimedia content: These ads can combine text, images, video, and audio, providing a multi-sensory experience to the audience. Including video, for example, can lead to higher engagement rates than static ads.

Expandability: Rich media ads can expand when interacted with, providing more information or interactive elements without leaving the current webpage.

Measurement and tracking: One of the most powerful features of rich media is its ability to track user interactions. Advertisers can gather detailed data on how users engage with the ad, such as the number of expansions, video plays, and interactions with the ad’s features.

Rich Media Benefits

Rich media ads offer a versatile and effective tool for advertisers aiming to capture user attention and drive engagement. Here are a few points that underline its significance:

Enhanced user experience: Rich media improves the user experience with the brand by providing interactive and engaging content. This can lead to better brand recall and higher conversion rates.

Higher engagement rates: Rich media ads typically achieve higher engagement rates than static ads, thanks to interactive elements and multimedia content. This increased interaction can lead to improved ad performance and effectiveness.

Advanced analytics: Rich media’s detailed tracking capabilities allow advertisers to analyze ad performance in depth. This data can inform optimization strategies, helping to refine targeting and improve ROI.

Creative flexibility: Rich media allows advertisers to design unique and memorable ad experiences. This can differentiate brands in a crowded online space and make their message more memorable.

FreakOut x Nielsen x Hyundai Rich Media Findings

FreakOut joined forces with Nielsen and Hyundai to delve into the impact and effectiveness of different advertising formats, focusing on rich media versus banner advertisements.

The investigation took place in Indonesia, targeting a significant sample of the local market.

Research Approach

A simulated website environment was set up to accurately gauge and juxtapose the effectiveness of Rich Media and Banner Ads. The core objective was to scrutinize the creative elements within the advertisements. Participants in the study were exposed to both ad formats in a rotating sequence.

  1. The methodology entailed displaying Hyundai’s Rich Media advertisement on a simulated site to the respondents for 60 seconds.
  2. Following this, the Hyundai Banner advertisement was shown on the same simulated site for a matching 60-second time span.
  3. The advertisements’ sequence was randomized to prevent bias and ensure the findings’ reliability.

After engaging with each simulated site for 60 seconds, participants were redirected to the survey platform to answer a series of identical questions regarding their experience and impressions.

Source: FreakOut

The numbers show an overwhelming win for rich media in all categories. This isn't a close win, it's a blow out.

Create Your Next Rich Media Campaign

The superiority of rich media is not a claim, it’s a clear statistic. If you want to increase your ad campaign CTR and engagement rates, book a demo with our team.

Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
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