Rich media: don’t become fashion-victims

Today on ClickZ Tessa Wegert pictures a brief state of the art of rich media ads. Following the recent guidelines issued by the IAB, it’s interesting to get an overview of the rich media future. Brands are increasing the budget allocated for this kind of advertising, while loosing their interest in “poor” standard banners.
Rich media can be an excellent tool for online promotion. But let’s not forget that the success of an advertising campaign is not only linked to the ad format. Timing and relevance of the message are the key parameters we need to focus on while planning a campaign.
Just because everybody is now talking about rich media, let’s not become a fashion-victim ourselves.