New media that offers an enhanced experience relative to older, mainstream formats.
Rich media is not easily defined by its members; new formats are regularly being introduced and old formats become part of the mainstream (or disappear altogether).
Standard graphic format such as JPEG and GIF would not be considered rich media. Some popular formats commonly considered rich media include Macromedia Flash & Shockwave, along with various audio and video formats.
see also: Digital Marketing Tools
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