Everybody will be stepping up their advertising and marketing game this year, and you should be too. There are now more mediums for mobile advertising than ever before, and this wide variety of routes to choose from can become confusing for those looking to advertise on the mobile platform. Despite this, there are clear winners in terms of mobile advertising mediums, and today we’ll be talking about one such medium known as Rich Media in mobile advertising – a fairly new approach that is growing to success at a very strong rate.

Learn more about what Rich Media is, and how it is going to change things up in 2015 below.

Rich Media

What is Rich Media in Mobile Advertising?

Rich Media is a type of medium that allows mobile apps and mobile web browsers to display media-based experiences that go a step further than traditional static, text or even video based content.

Rich Media is typically based around some kind of user interaction – for example, an ad banner that can expand when touched, or a short animation that plays out into a video when a user holds their finger on the animation.

This kind of content-rich approach to advertising opens up a lot of opportunity to engage users in their native browser or application, and in almost all cases no external applications are needed to display rich media ads. For the smartphone world, this opens a whole world of opportunity.

The Current State of Rich Media in Mobile Advertising – 2015

In previous years, Rich Media was still fairly new, but 2015 will be the first year that we see a much wider adoption of the format. More marketers are seeing the magic behind Rich Media in mobile advertising, and as a result, more adverts cropping up in applications and mobile browsers are being displayed as Rich Media.

Rich Media isn’t exactly the next big thing, and you may have heard the term plenty of times over the last few years, but it’s only been till now that it’s been at such an accessible level. To top this off, in previous years it had been drowned out by other exciting new changes in mobile advertising. At the start of 2015, most major ad platforms now support Rich Media ads, and thousands of businesses and companies are using them as a strong part of their mobile marketing efforts.

The rice in Rich Media is perhaps best compared to a similar trend we saw on the desktop a few years ago. If we go back a decade, you may remember a huge rise in animated, eye-catching flash ads appearing across the web. Thousands of advertisers started to adopt this approach with their own ads, after it was clear that this level of user engagement was key to increasing CTR. Since the rise of the smartphone, flash has since died out, and as a result new developments in the advertising world, such as Rich Media, are only just being perfected today.

Rich Media ads are the flash ads of the future – they are highly engaging, eye-catching and most importantly, easily compatible with all devices, something that flash ads failed to achieve. We’d suggest that Rich Media is still in it’s infancy, but we expect to see a lot of new, exciting capabilities for the medium in the near future.

Summary & The Future of Rich Media in Mobile Advertising

Unless something even more impressive comes along, Rich Media has a very good chance at becoming one of the world’s best advertising mediums. It has been developed to be a whole lot more compatible than previous attempts, and this gives it the chance to be future proof and supportive of all future connected devices to come.

As the Internet of things becomes a more widely understood concept, ideas like Rich Media will flourish, and it’s current results for smartphones is a good testimony of this. We wouldn’t be surprised if companies like Facebook and Twitter become involved with the hype behind Rich Media – it’s an incredibly versatile platform to work with, and creating entertaining adverts with it is certainly possible.