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.