Rich Media creatives

What is Rich Media?

A Rich Media ad contains images or video and involves some kind of user interaction. The initial load of a Rich Media ad is 40K or more.

While text ads sell with words, and display ads sell with pictures, Rich Media ads offer more ways to involve an audience with an ad. The ad can expand, float, peel down, etc. And you can access aggregated metrics on your audience's behavior, including number of expansions, multiple exits, and video completions.  


Rich Media lets agencies create complex ads that can elicit strong user response. Using Flash or HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, Rich Media is the format to go with.

Standard Flash vs. Rich Media

Standard Flash

You can build a creative as standard Flash if it meets these requirements:

  • It's a single SWF file of 40K or less (55K for EMEA1 users).
  • It contains no video or expansion.
  • The only tracking required is a single click-through.

If your creative is standard Flash, the creative shop developer can add a standard clickTag to the click-through area and send the SWF to the media agency or publisher trafficker to traffic directly in DFA Trafficking or DFP. You can't include any DoubleClick Studio components in standard Flash creatives.

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1Europe, Middle East, Africa

Rich Media

You must build your creative as Rich Media if one or more of these statements is true about the creative:
  • it exceeds 40K
  • it requires multiple SWFs to function
  • it requires that some files be politely loaded
  • it contains video
  • it expands
  • it requires counter or timer tracking
  • it has multiple click-throughs
  • it contains other special features (polling, send-to-a-friend, gallery, etc.)

If your creative is Rich Media, you must build it using DoubleClick Studio and push it to DFA Trafficking or DFP from a Studio account.

For a list of creative formats and descriptions, see Rich Media creatives.