Rich Media should be approached in a totally different method to standard media; it should be considered as moreover its own self limited site or, even more proficiently, be taken as an addition of the overall site. The user should experience that once they shift from the advertisement to the site that they have not moved someplace completely different but have just changed into the site with an even and steady movement. In the best cases a clickthrough itself should become almost outmoded but at all times accessible. In fact if the Rich Media campaign has been implemented fruitfully then the consumer should practically never need to clickthrough to the site as there will be nothing more there for them than there was before, unless they are attracted to a different segment of the business.
There are various intricacies in the topic called Rich Media. Ian Thomas gives a detailed overview on it and explains all the whats, hows, and wheres of Rich Media advertising.
Rich Media needs to be approached with the attitude that the clickthrough itself should not be the final consequence of the campaign. A far more significant metric is to look into the interaction in the advertising.
