The power of rich media cannot be disputed with the incredible interaction rates, higher clickthrough rates versus non-rich media units, creative flexibility, depth of the flash canvas and the venerable K size.

Incorporating some portion of rich media into your online campaign is a no brainer-- especially for entertainment and brand advertisers. Understanding how much rich media to use can be a tougher question.

Rich media's selling points are simple. It:

- creates greater increases in brand metrics than standard web ads

- impacts attitudinal metrics, such as message association, brand favorability and awareness, more than non-rich media

- allows you to incorporate video streaming of original content and help drive users to generate it.

Get the full story at iMedia Connection