From adverts that dance or sing to MTV-like commercials, on-line advertisers are actually using a brand new sort of expertise called “rich media” to draw consumers.

U.S. Web promoting income can have reached about $12 billion final yr, up $3 billion from 2004. Of this, advertisers spent about $1 billion on wealthy media, up from $800 million in 2003, according to the Interactive Promoting Bureau.

So what precisely is rich media? By definition, it is a web based promoting technique that mixes graphics with audio technologies, giving Web customers an interactive experience.

And with greater than half of American households linked on-line and using high-pace connections like broadband and DSL, it means a potentially profitable method for online advertisers to get consumers’ attention.

One company taking internet advertising to a unique level is Centale Inc. (OTCBB: CNTL), based in Fort Lauderdale, Fla. The web marketing and know-how firm offers chopping-edge expertise options to its clients.

Centale’s premier software, the Catalyst EV, is a software platform that allows corporations to speak on to the desktop of their audience in wealthy media format.

The software program additionally capabilities impartial of e-mail. Up to now, research have shown that e-mail campaigns may be reducing in effectiveness because as the amount of e-mail will increase, the probability of success of the solicitation or commercial tends to decrease.

One reason that advertisers are embracing rich media is that it sometimes entertains and is compelling sufficient to capture the curiosity of consumers. It also permits a person a modicum of control by both stopping the advert entirely, or taking part in it and clicking via to an advertiser’s Website to get extra information.

While rich media might not endear advertising to on-line consumers, most users are discovering it much less intrusive than traditional pop-up, banner and textual content-primarily based ads. Centale says there is a favorable market for its product, as the trade shifts away from conventional promoting comparable to print and radio in favor of on-line advertising.

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