Rich media make Internet advertising more interactive; A mouse can roar with sights, sounds.(Marketing)

Byline: Grant W. Repsher

Automakers are loading their online advertising with so-called "rich media'' to make the ads more interactive and provide greater product content.

Streaming audio and video are examples of rich media. Other rich technology enables a Web user to get more vehicle information by rolling a computer mouse over an online ad. Such capabilities can turn a banner ad into a mini Web site.

Audi is using rich media in its online advertising launch of the new Q7 SUV.

"The challenge was to make sure the banners were both entertaining and educational,'' says Bethany Verrill, online marketing manager for Audi of America Inc. "We wanted to …