There are lots of different kinds of ads on the web: simple text ads and links, graphic images like buttons and banners, ads that have motion like progressive JPEGs and animated GIFs...and then there's the next level: rich media.
An ad that has audio, video, Flash or interactivity is considered "rich" media. Usually, you require some sort of plug-in to view it or hear it. Advertisers used to pay a premium for rich media ads, but now, you've got to have rich media as part of your portfolio before any serious money is on the table at all.
What's currently being written about rich media around the web...
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