What Are Rich Media and Why Are They Gaining Importance?
Rich media refers to advanced advertising formats that go beyond standard banners and allow user interaction. Unlike static creatives, rich media can include video, expandable elements, gamification, and advanced targeting and personalization mechanisms. This enables campaigns of this type to achieve significantly higher engagement and memorability rates.
According to data from IAB Europe, the European digital advertising market reached a value exceeding 90 billion euros in 2024. In this amount, spending on rich media represented a significant and steadily growing share of budgets, particularly in the areas of e-commerce and branding. This growth is driven by marketers' increasing awareness that standard formats are becoming less effective in capturing consumer attention.
Key IAB Europe Data on the Rich Media Market
The latest IAB Europe report on advertising formats shows that in the entire Europe, the share of rich media in display advertising budgets is growing at a double-digit rate. In 2024, rich media formats accounted for approximately 22% of all display ad spending, a rise of 3 percentage points compared to 2023. Experts predict that by 2025, this share could approach 25%.
The largest rich media markets in Europe remain United Kingdom, Germany, and France, which together account for more than half of spending in this segment (approx. 23 billion euros). Following them are the Nordic countries and Poland, which recorded a 14% year-on-year increase in rich media spending last year.
Which Rich Media Formats Dominate in Europe?
Among available rich media formats, according to the latest studies, out-stream video formats rank first, already accounting for nearly 35% of rich media spending. This is a format that automatically plays upon page entry, often without sound, making it less intrusive for users. Next are expandable formats, which expand on hover or click, accounting for about 28% of the market.
There is also growing interest in interactive rich media formats, including quizzes, surveys, and mini-games. According to the IAB Europe report, they currently account for approximately 15% of the market, and their share is growing the fastest among all rich media subcategories. This growth responds to the declining CTR in traditional banners and the need to deliver entertainment as added value.
How Rich Media Supports the E-commerce Fight
One of the main drivers of rich media growth is the expanding e-commerce market. According to IAB Europe data, in 2024, 70% of e-commerce brands increased their spending on interactive ad formats to improve conversion rates. Rich media, by enabling the addition of a buy button or product plugin directly into the creative, shorten the purchase path to a single click.
In countries such as Denmark, Sweden, and the Netherlands, where e-commerce penetration is the highest in Europe, rich media already account for over 30% of display budgets allocated to online sales. In Poland, this indicator stands at about 24%, showing significant growth potential in our region.
Costs and Campaign Pricing for Rich Media in Europe
Rich media campaign prices vary based on format, reach, and country of placement. Sample CPM (cost per 1000 impressions) rates in selected European countries, based on market data and IAB Europe reports, are shown in the table below:
| Country | Average CPM for Rich Media Formats (EUR) |
|---|---|
| United Kingdom | 8.50 – 15.00 |
| Germany | 7.00 – 12.00 |
| France | 6.50 – 11.00 |
| Poland | 3.50 – 6.00 |
| Denmark | 9.00 – 14.00 |
As the data show, rich media prices in Western and Northern Europe are significantly higher than in Poland. This is due to higher consumer purchasing power and a more saturated advertising market. For comparison, the average CPM in Denmark is over 50% higher than in Poland, while simultaneously having a higher level of technological advancement.
Experts at IAB Europe indicate that investments in rich media have an average return on ad spend (ROAS) of 3.2x compared to standard display formats. This makes them increasingly attractive to marketers, who are increasingly shifting budgets from classic banners to interactive and video-rich media, despite higher production costs.
Technological Trends Shaping Rich Media
Programmatic Buying and Automated Advertising Purchases
The purchase of rich media ad space is increasingly done automatically. According to the IAB Europe report published in the first half of 2024, as much as 74% of rich media spending in Europe comes from programmatic purchases. Automation enables the use of advanced optimization algorithms that in real-time select the best placement and timing for ad display.
The development of real-time bidding (RTB) means advertisers can buy individual impressions with precise targeting to their audience. As a result, rich media campaigns become more cost-efficient, and budgets are utilized more precisely. Data analytics plays a crucial role in measuring effectiveness and further optimizing actions.
Video and Audio in Rich Media
Video remains the fastest-growing segment of digital advertising campaigns. IAB Europe data indicate that in 2024, spending on video in rich media models grew by 27% across Europe. This growth also applies to digital audio, which is becoming a complement to classic visual formats.
In particular, out-stream video, played outside video players, is gaining popularity among advertisers. Thanks to the ability to reach users browsing publisher content, this format achieves high viewability rates. Over 80% of rich media campaigns in Western Europe now feature video elements, demonstrating the significant role this format plays in building engagement.
Consumer Behavior Toward Rich Media
User research commissioned by IAB Europe shows that rich media generate positive associations when they are unobtrusive and well-contextualized. Over 65% of surveyed Europeans admit they pay more attention to interactive ads than static banners. Importantly, 47% of users say that after interacting with an engaging rich media creative, they are more likely to consider purchasing the advertised product.
At the same time, consumers expect ads to respect their privacy and not interfere with content consumption. Therefore, rich media formats that allow skipping after a few seconds or closing without clicking achieve better results in terms of brand perception and conversion metrics.
The Future of the Rich Media Market in Europe
Forecasts for 2025-2026
Forecasts for Europe's rich media market are very optimistic. IAB Europe estimates that by 2025, spending on these formats will exceed 31 billion euros, accounting for approximately 26% of the display market. In the next two years, this share is expected to rise to 30%, mainly due to growth in interactive formats and programmatic video.
An important growth area is Central and Eastern European markets, including Poland, where internet penetration and e-commerce development are still accelerating. Analysts predict that by the end of 2025, rich media spending in Poland will grow by an additional 15-20%, one of the fastest growth rates in the entire region.
Recommendations for Marketers
Experts at IAB Europe recommend marketers focus on several key aspects of planning rich media campaigns. First, ensure high-quality creative and contextual alignment with the publisher's page. Second, invest in format testing and real-time optimization to maximize effectiveness. Third, ensure transparent results measurement — only full data visibility allows for sound budgetary decisions.
In practice, this translates into greater emphasis on data analysis and automation, which form the foundation of effective rich media campaigns in the competitive European market.
Who Offers Services in This Industry in Poland?
In Poland, many media agencies and media houses offer planning and execution of rich media campaigns. Below are selected entities with competencies in advanced advertising formats:
- Publicis Groupe – advertising holding present in Poland, offering services in modern rich media formats through agencies such as Starcom or Publicis Media.
- GroupM – part of WPP network, operating in Poland as GroupM Poland; offers advanced programmatic and rich media solutions.
- Omnicom Media Group – global media group represented in Poland by agencies OMD and PHD; specializes in omnichannel and interactive campaign formats.
- Dentsu – international corporation present in Poland with brands such as iProspect and Carat; offers services in email marketing, media planning, and new advertising technologies.
Summary
The rich media market in Europe is in a phase of dynamic development. IAB Europe data confirm that spending on interactive and video formats is growing faster than the overall digital market, and their effectiveness in building engagement and conversion is undeniable. For marketers, it will be crucial to track these trends and allocate budgets appropriately in the coming years.
In the face of increasing competition for user attention, rich media serves as a tool that allows brands to stand out and deliver valuable content in an attractive form. Poland, while still a market with lower CPM rates, has tremendous growth potential, which will undoubtedly be realized in the coming quarters.
