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Rich media advertising, continues to escalate positions and is emerging as a clear candidate to lead the online advertising market of the future.

As the study data “Ad Metrix Creative” by online measurement firm COM Score, which discusses .

The various aspects and features of online ads (size, format and type of advertising used by advertisers on websites ), more than 40 percent of advertising in the U.S. are based on Flash and Rich Media.

Something that reflects and is consistent with the opinion of Javier Navarro, the new chairman of the IAB Spain, which highlighted the importance of rich media advertising formats, as one of the key trends that will mark the Donlin advertising market.

Although currently based on traditional display advertising formats such as JPG or GIF continues to lead the market with a market share of nearly 60% of the impressions generated in the U.S., growth in rich media advertising continues to grow so that together to advertising in video and flash format already representing 50.3% of impressions throughout the country.

Joshua Novick, CEO Antevenio we discovered in an exclusive interview some of the peculiarities, advantages and features of rich media advertising formats that defined much more creative and capable of creating emotions in consumers and in that sense it will equate to TV spots.

Novick stressed in this context and through rich media advertising, users can interact with brands and enhance their ability to remember. “There is the transformation of a model in which the means offered advertising space on other media in which allow interaction and where the consumer is who controls what is shown and when you want to see it. And this model is characterized by communicating a more dynamic and creative impact requires higher “Novick added.

Many studies that determine that rich media advertising leads to greater effect and impact than traditional advertising. But for their proliferation has been necessary to mature in the technical aspects that limit its potential growth over the past decade. The result is clearly a concept that ensures its effectiveness, which in some cases may even exceed 300% over that achieved with other traditional advertising formats.

The growth of other sectors and segments such as online video advertising or Advergaming also served to drive the proliferation of rich media advertising.In relation to this, since the division of Advertising,Microsoft is highlighting the fact of how this type of advertising is a major creative opportunity that allows campaigns provide.

A much greater impact through videos, games, dynamic content and other elements in rich media.Advertising interactivity provided rich media offers a significant improvement in terms of brand perception, message to the association and purchase intent, and it can allow instant data capture.

As for business figures and growth, investment and rich media advertising campaigns online video consumption continues to rise. According to data provided by measurement firm Nielsen Online, based formats in online video and rich media experienced a growth of 15.85% over the past year 2009.

In parallel, other reports as produced by Adobe Scene7, claimed that 75% of the companies and agencies consulted increase its advertising spending in these formats with the aim of generating a more direct relationship and interaction with users and consumers.

According to eMarketer Globally, spending on advertising in video and rich media continue to grow and together representing 13.3% of online ad spending for next year 2011, up from affiliate marketing, direct marketing , email marketing and sponsorships.

However, there is still a long way to go in overcoming the quota reprentan both search advertising (39.5%), traditional display advertising (19.5%) and classified ads (19.5%). But certainly the next decade will mark a before and after where the Rich media is presented as a great candidate to lead the online advertising market.