On iMediaConnection Matt Heinz writes "It's the Message, Stupid", saying that rich media ads are too much focused on the creative aspects and often miss to communicate a clear advertising message. Matt says:
"Rich media advertisements are by their nature more complex. Too often, that complexity leads to complicated ads."
I think he's right, most of the times rich media just make people click away since they don't understand what the ad is about or even worse, what that flashy thing is doing moving around the screen.
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