The main best practice recommendation for rich media advertising is to avoid a 'one size fits all' approach. While running a rich media advertisement featuring interactive video, targeted audience with different screen dimensions and device capabilities need to be taken into account when creating and selecting the right advertisement so optimal user experience can be delivered.
Acute attention needs to be paid to the types of devices the advertisements will be delivered to, especially when embedding videos and audio assets or featuring interactive elements. Navigation should be simple and any action the consumer needs to take should be easy to complete. When it comes to mobile advertisements, the key message needs to be clear.
Creatively, media-rich advertisements should leverage the increasingly-sophisticated features of mobile devices, including, but not limited to, interactive, geolocation, and gyroscope technology so brands can provide a really immersive, engaging experience for consumers. These types of advertisements deliver a substantially higher ROI.