Why the Fluid 250 Outperforms Display Ads—And Why ResponsiveAds Is a Rich Media Company
By John Moreland
In today’s crowded adtech landscape, it’s easy to lump all ad formats into the same category. But not all ads are created equal—and neither are the platforms that build them. At ResponsiveAds, we proudly identify as a Rich Media company, not a display company. And our Fluid 250 format is a prime example of how we’re redefining what rich media can do.
In this blog, we’ll walk through the key differences between rich media and standard display, and why the Fluid 250 is setting a new benchmark for performance, flexibility, and brand engagement.
What Is the Fluid 250?
The Fluid 250 is ResponsiveAds’ high-impact, 970×250 ad unit built with dynamic resizing, motion, video, and interactivity baked in. But unlike other ad units that call themselves “rich media” yet rely on clunky production workflows or lack scalability, the Fluid 250 is designed for omnichannel, multi-device responsiveness out of the box.
And thanks to ResponsiveAds’ no-code, fluid design platform, it’s ready to deploy across premium publisher inventory in minutes—not days.
The Rich Media vs. Display Divide
Let’s break it down:
Why the Fluid 250 Wins
ResponsiveAds’ Fluid 250 is more than just a big banner—it’s a performance engine:
• 100% compatible with existing 970×250 and 300×250 ad slots
• Complies with the “New” IAB Flex Ad Specifications
• >38% engagement rates, compared to 2–8% for standard IAB units
• Fully responsive across devices and screen sizes
• Expandable, interactive, and customizable with zero code
• Built for premium brand storytelling, not just impressions
• Seamless delivery across DSPs and publisher networks
While some rich media formats are slow to load or limited in flexibility, ResponsiveAds ensures end-to-end optimization—meaning brands don’t have to sacrifice performance for creativity.
Not All 970x250s Are Equal
You may have seen 970×250 ad units from companies like:
• Kargo – mobile-first, high-end creatives
• Perion / Undertone – known for interstitials and skins
• GumGum – strong contextual placements
• PadSquad – solid mobile formats
These companies all offer their own version of rich media, but often at premium prices, with limitations in scalability or creative control.
The Fluid 250, by contrast, gives brands complete flexibility, industry-beating performance, and a true rich media experience that’s optimized for both branding and engagement—not just visibility.
Why ResponsiveAds Is a Rich Media Company
We’re not just another creative vendor.
ResponsiveAds is built from the ground up to deliver fluid, high-impact rich media experiences at scale to maximize publishers’ revenue and ad strategy – with tools that empower our clients to iterate, optimize, and go live 10x faster than traditional production cycles.
Our focus is on interactive and immersive ad experiences that drive outcomes—not ad slots that just fill space.
Bottom Line:
If you’re looking to stand out in today’s crowded media environment, don’t settle for static display. The Fluid 250 gives you everything you need to break through the noise, boost engagement, and deliver rich brand stories with measurable results.
Ready to build your next rich media campaign?
Explore the Fluid 250 and other high-impact formats with ResponsiveAds today.
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