How things have changed. When I first started evangelizing rich media (over seven years ago now!), it was really the poor cousin of online advertising. Back then, and well towards the end of the '90s, rich media represented only the tiniest fraction of the online advertising market, according to IAB stats at the time. There was little usage, little coverage, little interest, and very little understanding of this strange area of online marketing that consisted of talking banners and interactive ads.