Define the interaction
Choose expansion, swipe, hover or another interaction that serves a clear creative purpose.
Ad formats
Turn Creative Into an Experience
Explore rich media advertising, interactive ad formats, HTML5 creative experiences, publisher placements and measurable programmatic campaign workflows.
Rich media
Turn a standard placement into an interactive experience
Rich media combines motion and interaction while keeping browser, performance, security and click behavior predictable.
Build creative in Creative Studio →Strengths
- Expandable experiences
- Motion and interaction
- High-impact layouts
- Engagement events
Useful for
- Premium campaigns
- Interactive storytelling
- Product showcases
- Attention-led formats
Interactive format
Add interaction without sacrificing predictable delivery
Rich media can expand, animate and respond to users, but the experience still needs clear boundaries for size, performance, security and measurement.
Initial stateStandard placement
→
InteractionExpanded product experience
Operating flow
How the workflow should progress
Build controlled states
Separate initial, expanded and completed states so behavior remains predictable.
Validate performance
Test asset weight, browser behavior, click handling and fallbacks before launch.
Measure engagement
Track meaningful interaction events alongside impressions and downstream outcomes.
Decision signals
What should be measured together
The amount of creative data required before the ad becomes usable.
The share of eligible exposures that trigger a defined interaction event.
How long an expanded or active creative state remains engaged.
Whether the ad still communicates a usable message if enhanced behavior is unavailable.
Practical use
Where this capability creates value
Product exploration
Let users explore features or variants inside a controlled advertising canvas.
Premium launches
Use motion and interaction to create a high-impact reveal without unpredictable browser behavior.
Interactive storytelling
Sequence creative states so engagement contributes to the narrative instead of adding noise.
Overview
How this format fits programmatic delivery
Explore rich media advertising, interactive ad formats, HTML5 creative experiences, publisher placements and measurable programmatic campaign workflows.
What Is Rich Media Advertising?
Rich media advertising uses interactive, animated, video or other enhanced creative behavior beyond a basic static ad. Programmatic delivery still requires the creative to meet placement, security, performance and measurement rules.
Interactive Advertising
Interactive ads can respond to clicks, taps, expansion, animation or other supported user actions. Interaction design should remain clear, accessible and performant rather than adding complexity for its own sake.
Rich Media Ad Formats
Rich media can include expandable units, animated experiences, interactive panels, video-enhanced creatives and other supported high-impact formats depending on the placement and runtime.
HTML5 Rich Media Ads
HTML5 is a common runtime for rich media because it supports structured layout, animation and interaction across modern browsers when assets, scripts and security rules are handled correctly.
Rich Media Advertising FAQ
Rich media should be tested for loading performance, interaction behavior, browser compatibility, click tracking, security and graceful fallback before production use.
FAQ
Frequently asked questions
What makes a rich media ad different from a standard display ad?
Rich media adds supported animation, interaction, video or dynamic behavior beyond a conventional static display creative.
Can rich media ads use HTML5?
Yes. HTML5 is widely used for interactive and animated web advertising, subject to the publisher or platform's creative and security requirements.
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Related AdExchange resources
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