The term “rich media” was coined to describe a broad range of digital interactive media. Rich media is not a form of advertising, but a technical, is a use of animation, audio, video and other interactive forms of integrated communication approach. The rich media just from the technical point of view, it can be applied to a variety of network services, such as website design, e-mail, banner ads, button ads, pop-up ads, interstitial ads, etc. The Internet has become the most important or second most important source of information, so the rich media is developing quickly and it is the social product. Compare the rich media to the television and the newspaper, Rich media advertising technology offers more performance elements, which include the text, images, sound together; it is more interesting, coupled with strong interactive features that allow the audience to understand more fully the contents of the product. But this does not affect advertising in television, newspaper broadcast, because from now, rich media adverting are sometimes an extension of traditional media advertising platform, a lot of advertisers do not tailored specifically for the Internet. However, nowadays people can use internet everywhere, so people may prefer to use computer to watch the programs instead of the television. Some may use mobile phone to watch the TV show. So in the web side can provide more business opportunity for the company. People will prefer to watch the programs on the internet because the customers can decide watch time to watch the program, what kinds of programs they want to watch.

 

Rich Media technology as a wealth of entertainment performance techniques, and database features, making broadband adverting convey the product to achieve more effective, and the effect of advertising message and purpose, could have both audio and video entertainment television adverting, print adverting and emotional power of the text, direct DM the accuracy of advertising messages, can be said that the real integration of the current advantages of the media, but this online advertising will have a fully interactive virtual reality capability that far surpass any kind of advertising can bring to our experience. Then the form of online advertising is hard to predict, but in a sense, the disappearance of a single form is positive. Habits of Internet users in constant change, as advertisers demand also change accordingly. Advertisers want to attract the audience to become more involved in the process of dissemination of information, but can reach target populations and to communicate with the user results. Compared with the traditional media is concerned, the application of Internet advertising can become more flexible, we can be a variety of platforms, including the Web2.0, including business advertising, including in the traditional web portals and vertical websites some of the more and more creative advertising to publish, to achieve a valid purpose to attract the target audience. So the advertise technical must keep developing to keep the audiences’ attention.

In my career no matter I will be the employee or have my own business, I should know the point is everything must involve with the internet and the internet products. The customers or the audiences are more like to keep their eyes on the internet. I should understand that the audience take participate in their own adverting in the past, not just watch passively let it blindly, and hope in the performance of platforms and form innovation. The rich media is tracking user behavior can be automated, easy-to-a series of advertising effectiveness of statistical indicators for monitoring effects of rich media advertising. People cannot just pay attention at what they can see right now, they need to know what will be developed in the future and need to study it to improve themselves.

Reference：

Online media plays an important role in marketing. (2010). Retrieved from: 

http://news.iresearch.cn/0200/20101109/127393.shtml

Printable Version. (2010). What is rich media and how can I learn more about its accessibility? Retrieved from: 

http://www.washington.edu/accessit/articles?146