There are also several myths regarding rich media that have slowed its wide acceptance among advertisers. Rich media ads are expensive to create. Yes, stringing three still graphics together in an endless loop is generally easier than creating an interactive program. Although a GIF ad can be designed to drive users to a Web site, that's pretty much all it can do. A rich media ad, on the other hand, offers much greater marketing power for the advertiser.
Rich media can provide a full marketing experience.
It can take on any of the marketing and sales roles that the Web sites are responsible for. Rich media ads are marketing and selling tools with a wide scope of possibilities for reaching the right customer. Rich media ads are customized computer applications that can be designed to perform specific tasks, while GIF banners are buttons that lead users to a place where they can find marketing and sales information. The bottom line is that you get what you pay for. If an advertiser is interested only in driving users to a Web site, then a GIF banner can do as good a job as a rich media banner for that task.