Deploy High-Impact Rich Media Units
Upgrade the creative format running in your existing ad positions to richer, higher-impact units without changing the page layout or adding new ad surfaces. Replaces or expands what serves into slots you already have. For example, swapping a static 970×250 billboard for an expandable, video-enabled rich media unit, or running interactive and responsive creatives in standard display placements. Common vendors: Clipcentric, Celtra, GumGum (in-image, in-screen), Kargo. Tradeoffs: same inventory count, higher value per impression, lower UX disruption than adding new placements. For adding entirely new ad surfaces to the page (interstitials, exit-intent overlays, page-grabbers, mastheads, in-article video players), see Add High-Impact Ad Placements (RM-027).
At a glance
| Move type | Add |
| Primary category | Rich Media |
| Secondary categories | CPM Expansion |
| Channel | Programmatic & Direct |
| Inventory type | Display |
| Region availability | Global |
| Time to revenue | Mid (6–12w) |
| Revenue potential | High |
| Requires dev work | Medium |
| Requires ad ops ongoing | Medium |
| Requires sales support | Some |
| Requires legal complexity | Medium |
| UX risk | Medium |
| Editorial / brand risk | Medium |
| Ops risk | Medium |
What to measure
- Primary KPI: CPM
- Secondary KPIs: Viewability
- What to measure: CPM lift vs standard units
Common gotchas
Creative QA burden
Companies operating in this move
- AdaptMX
- Aditude
- Airtory
- Celtra
- Clipcentric
- Concert
- GumGum
- Kargo
- Perion (Undertone)
- ResponsiveAds
- Yieldmo