But even executives from the top rich media vendors admit their applications may offer direction, but not a total solution. Branding at its core is an emotional connection to a product, this often gets established through positive experiences with advertising. But most of all it happens over time. Executives from these agencies also admitted that rich media is not the best solution for branding online. Most of their reasoning was due to the youth of the Web, and not for lack of trying.
Rich media is a way to ad dimension to a message.
This is a personal medium and an interactive medium, and as such the ads have to allow consumers to interact with a brand. A click though is not an interaction. I thought everything would have audio, but it has been hard for a lot of sites to offer that. The Web is just not a great branding vehicle, yet. It is barely in its infancy.