What is the primary purpose of rich media ads such as the Billboard ad?

The primary purpose of rich media ads, like the Billboard ad, is to enhance user engagement through interaction. These types of advertisements incorporate advanced features that allow for more dynamic and engaging experiences compared to traditional static ads. Rich media advertisements often include elements such as video, audio, and interactive components that can capture the user's attention and encourage them to engage with the ad in a way that is not possible with simpler formats.

By providing opportunities for interaction, such as clicking, dragging, or participating in polls or games, rich media ads can increase the likelihood that users will remember the message and take action, such as visiting a website or making a purchase. This interactive capability not only makes the advertising experience more enjoyable for users but also facilitates better performance metrics such as higher click-through rates and improved brand recall.

While other options mention related aspects of Digital Advertising, they do not encapsulate the essence of rich media ads like the ability to engage users interactively does. Reducing clutter on web pages or producing static banners does not capture the interactive and engaging nature of rich media formats.