Top 10 Rich Media Formats for 2025: Ads That Refuse to Be Ignored

Once upon a time, back in the distant early 2000s, advertisers believed placing a static banner would instantly attract users like bees to honey. Modern reality, however, is cruel: 86% of people simply ignore standard ads. 

Think about it—when was the last time you consciously noticed a banner ad? Usually, we scroll right past without a second glance.

For a user to engage with an ad, visibility alone isn't enough—it needs to be relevant and engaging. This notion is easy to understand. Advertising interrupts a user's natural flow, and if such interruptions are inevitable anyway, marketers should at least make them worthwhile.

The answer lies in rich media formats, which don’t just make ads noticeable but genuinely interactive—something you actually want to play with. Spin them, shake your phone, scroll through content, or even wait eagerly for the outcome.

From the First Banner to Rich Media: A Brief but Turbulent History of Digital Advertising

Flashback to 1994. The internet was just emerging, and people were exploring its potential, spending more time online. On HotWired's webpage appeared the first-ever banner ad by AT&T with a simple yet intriguing text:

"Have you ever clicked your mouse right HERE? You will."

This was the moment advertisers realized, "Wow, this works!" People clicked—so actively that the click-through rate (CTR) reached an astonishing 44%. Today, marketers would practically sell their souls for those numbers, but in the '90s, digital advertising was just warming up.

Next came flash banners—animated, flashy, driving users crazy with their blinking prompts like "Congratulations! You won an iPod!". They quickly took over websites but had two major problems:

1. They annoyed users.
2. They irritated giants like Apple and Google (a fact that ultimately led to the death of Flash banners in 2010).

Then came the smartphone revolution. People started scrolling on the go, and brands had to rethink how to grab attention in an endless stream of content.

Enter rich media in the 2010s—ad formats that don’t just sit there, but invite users to interact, swipe, tap, or play.

Turns out, AT&T’s 1994 banner was just the beginning. Rich media became the natural evolution of digital advertising. Today, ads that don’t spark emotion or inspire action simply disappear into the noise.

Rich media does exactly what marketers have always wanted: it captures attention, creates engagement, and leaves a lasting impression. Technologies like Fusify’s Smart Impressions are already pushing banner visibility to 70–80%, with CTRs climbing back to an impressive 44%.

What’s next? Maybe banners that talk to us—or read our minds. And honestly? That’s not as far off as it sounds.

Let’s dive into the top 10 rich media formats for 2025:

1. Flipbook: Ads That Flip Themselves

If you’ve ever flipped through a magazine or a catalog, you know: people love turning pages. The Flipbook ad format recreates that experience in a digital space. It’s perfect for creating interactive catalogs that invite users to linger and explore.

2. 3D Card: A Banner With Real Depth (Literally)

People love eye-catching visuals. Even more so—realistic, 3D-like objects. The 3D Card format brings static images to life by responding to cursor movement or phone tilt. For example, auto brands can use 3D banners that let users rotate a car and view it from multiple angles, enhancing the sense of presence and interest in the model.

3. Showcase: When One Banner Becomes a Full-Scale Display Window

Why show just one image? Showcase lets users interact with multiple products at once—ideal for fashion. Clothing brands use this format to present new collections, allowing users to browse different outfits and details directly within the banner. It simplifies decision-making and drives purchases.

4. Carousel: When More Is Better

Remember those classic Instagram carousels? Same idea—only now it’s embedded in the banner itself. A perfect format for brands with many product variations or angles.
For example, Airbnb often uses carousel ads to show off different rental options, letting users scroll through and quickly find their perfect stay.

5. Before/After: The Most Honest Ad Format in the World

People love dramatic “before and after” effects. Whether it’s toothpaste, fitness, or a new smartphone—this format shows real results from real users. Perfect for showcasing transformations: a flawless makeup look, a toned physique after workouts, or a refreshed interior after a design upgrade.

6. Cube Rotation: The Ad Everyone Wants to Spin

When a banner appears as a 3D cube users can rotate, interaction is almost guaranteed. Companies across industries use this format to present new products, features, and benefits in a dynamic, immersive way.

7. Shake Interaction: Ads That React to Movement

An ad you can literally shake to engage with. For instance, users can shake snow off a logo or “break the ice” to reveal a hidden offer. Initially static, the banner updates when the phone is shaken—unlocking branded content.
In some cases, this interaction can even trigger a product demo video, giving users the option to learn more or return to their original content.

8. Scratch: Lottery-Inspired Ads

Who doesn’t love a winning moment? Scratch ads let users “scratch off” a layer to reveal a hidden offer. FMCG brands love this format—it boosts curiosity and engagement, especially when there’s a chance to win a prize or discover a special deal.

9. 360° Video Ads

This format allows users to rotate the camera and explore the scene from all angles, creating a powerful sense of immersion. Widely used in the automotive and travel industries.

10. Gamified Ads: Banners You Can Actually Play

People spend 70% more time on ads that include game elements. That’s why brands are creating simple interactive mini-games. In Sweden, for example, McDonald’s ran an interactive billboard campaign where users played games on their phones. Winners received coupons for free food.

McDonald's Stockholm Pick n Play - interactive billboard challenge for goodies

The result? A significant boost in customer flow—from both players and curious onlookers.
Fun fact: McDonald’s rolled out this feature over 13 years ago—proving that gamification is already a long-standing trend.

Cheat Sheet for Marketers: How to Pick the Right Format?

The goal of an ad is to work. So before launching rich-media creatives, ask yourself:

• Need engagement? Try gamified formats, carousels, or interactive banners.
• Want to impress visually? Go for 3D Card, Before/After, or Showcase.
• Looking for a native-like experience? Flipbook and Carousel blend seamlessly into content.
• Doing B2B and care about informativeness? Choose immersive video, Flipbook, or personalized banners.
• Running e-commerce? Opt for formats with comparison features: Showcase, Carousel, Before/After.

Common Mistakes Brands Make with Rich Media

• Overloading with animation. If users don’t understand what to do, they’ll just bounce.
• Ignoring mobile adaptation. A beautiful banner that freezes on mobile = anti-ad.
• Making interaction too complex. It should be intuitive—if you need to explain how to rotate a 3D banner, something’s gone wrong.
• Not testing creatives. A/B testing isn’t a tip—it’s a must.

The Future of Advertising: What’s Next?

Rich media isn’t going anywhere—it’s evolving. Expect formats to become smarter and more responsive:

• AI-powered banners. Imagine ads that change in real-time based on your actions. Browsed sneakers but changed your mind? The ad instantly shows you a matching T-shirt instead.
• AR-integrated ads. Try on makeup, outfits, or furniture—right inside the ad. Snapchat and Instagram are already testing this.
• Voice interaction. Talk to your ad? Sure. Say “Show another model,” and the ad updates instantly—no clicks needed.

Marketing is getting more interactive. Those who ride the wave early—win.