Rich Media Rocks 2010, a workshop organised by Microsoft advertising was held at the Trident Hotel. Speakers from various companies gave presentations that provided varied insights on the digital medium.

Different types of flowing ads or interactive ads on the digital platform can be referred to as rich media. Media that enable higher degree of consumer engagement also fall into the rich media category.

Neville Taraporewalla, Director India Microsoft Advertising presented the keynote address that enlightened the audience on the impacts and insights of online video. He stressed on the changing scenario where the viewers were now moving on to the web for television viewing. He also threw light on the success of online video advertising. According to Taraporewalla, “APAC countries seem to be driving the video content. Brands which use online video advertisements see a lift of 20 to 40 per cent over the other ad forms. We require more advertisers to experiment with this medium so that the level of engagement explodes. The trend is very positive.”