Rich media mobile advertising (RMMA) is mobile advertisement that allows multimedia applications to be encapsulated in different virtual mobile contexts, including mobile Web browsing or mobile applications.
RMMA applications and browsers offer multimedia experiences to users that go beyond just displaying text, static pictures and animations or video. RMMA allows users to enter media elements such as ad banners by extending them across the page, creating a larger surface area for the display of information and interaction.
Rich media mobile ads have certain advantages over conventional display advertising in terms of both the enhancement and the streamlining of the user experience. Advertisers or agencies prefer rich media mobile ads because they create an exciting user experience and convey information to the user more effectively.
The features and benefits of rich media mobile advertisements include:
The addition of multimedia features makes ads attractive and eye-catching, resulting in high click rates, conversions and engagements.
Features like expandable banners can be very effective in collecting consumer responses.
Consumers have the flexibility to switch between RMMA and the core content.
RMMA allows maximum conversion through the fullest exploitation of mobile device capabilities.
RMMA units have more value than conventional banners.
Customer engagement with RMMA can be measured at all times regardless of exposure or interaction.
Publishers can benefit from RMMA by using it to keep visitors on the site, and obviating redirection to landing pages for ad interaction purposes. Because of the user-friendly and compelling ad impressions RMMA provides for visitors, it can also help publishers gain insight into user behavior.