Answer to Question 1
Rich media ads employ Flash, HTML5, Java, JavaScript, and animation, sound, and interactivity. These ads tend to be more about branding than sales. One type of rich media ad is an interstitial. An interstitial ad places a full-page message between the current and destination pages of a user. Interstitials are usually inserted within a single website and displayed as the user moves from one page to the next. The interstitial typically lasts 10 seconds or less, then moving automatically to the page the user requested. Interstitials can also be deployed over an advertising network and appear as users move among websites. The IAB also provides mobile rich media ad interface definitions (MRAID) to provide a set of standards designed to work with HTML5 and JavaScript that developers can use to create rich media ads to work with apps running on different mobile devices.
There are four main types of video ads. Linear video ads take over the currently playing video for a certain period of time. Nonlinear video ads run at the same time as currently playing video content and do not take over the screen. In-banner video ads are triggered by the user mousing over part of a banner ad and may expand to cover more area of the screen than the banner. Finally, in-text video ads are delivered when the user mouses over relevant text. The most widely used format is the pre-roll (followed by the mid-roll and the post-roll) where users are forced to watch a video ad either before, in the middle of, or at the end of the video they originally clicked on.
Answer to Question 2
B
