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The Rich Media without Video format is defined as "ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video." This definition includes ad units that expand, push-down, peel-back, float or otherwise support user interaction AND that do not contain video content within the unit. The distinction between "with video" and "without video" was very important for this research because, as the findings show, the presence of video content within ad units has a significant impact on branding performance.

--Sally