Whats holding rich media back?
So why are advertisers and publishers not making full use of rich media to improve the returns they get from their online investments? A lack of understanding of rich medias advantages and some outright misconceptions among South African publishers and advertisers are perhaps the major factors holding rich media back in South Africa. The first drawback that most advertisers will mention in a discussion about rich media is its cost. It’s more expensive to develop rich media creative and to serve rich media ads than traditional banner ads, so many advertisers think that they can achieve more by focusing their budgets on banner ads. But they are failing to take into account that the results of rich media campaigns are often better, since rich media ads are more successful at engaging users than banner ads are. Another drawback of rich media ads from the advertisers perspective is that developing a rich media campaign is more time-consuming than creating banner ads. Many advertisers bypass
