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Rich Media Applications |
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Rich Media applications and its value
Rich media at the simplest best involves using rich media applications and technology for the web that makes movable ads, which means the advertiser gets more value for money than afforded by the domain of standard creative web pages advertising. Thus, rich media applications extend to making advanced web technology and software work in an enhanced way so that commercially used banners for promotion and marketing can move and the graphics therein have rich media support, as simple as can be, but effective nonetheless, so much so that it makes for an instant viewer-website owner interaction that is a moving advertisement. These formats for rich media applications used to present graphics that move across the web page are very different from the annoying nature of advertising pop-ups of some years ago that would open a new window on the screen to be viewed. Instead, rich media applications in advertising online has many benefits, most of all, being the advantage of appearing in a streaming fashion that does not deviate from the viewer interest and captures attention engagingly and unobtrusively.
The increasing use of rich media applications has lead many website owners and web based businesspersons to doubt the efficacy of this mode of online advertisement, but the fact remains that the smart and planned use of rich media application has high value for viewer and investor both. This is because the basic aim of rich media applications that are planned and creative executed have a sole objective: to present web advertising units based on technologies that are more complex than GIF or JPG images and simple animation and do so strikingly, with maximum impact in minimum time!
The most common technologies used to implement and enhance the scope of rich media applications for advertisements include the intelligent and skilled use of training in Flash, Java and DHTML. Among these chief technologies used for rich media applications' enhanced values, Nielsen//NetRatings give Flash a dominant position as far as real market capture is concerned, with as much as 97 per cent of advertisements tracked by its AdRelevance system being those based on Flash technology rich format, in 2004.
Other aspects of rich media applications in the specialized sense include advertising platforms such as DART MotifSM, PointRoll and Eyeblaster, which though are based on Flash but have added additional advertising-specific features like the smart use of streamlined ad design tools, over-the-page ad formats, ad serving, tracking and reporting capabilities. However, even with all these various nuances given to the nature and scope of rich media applications in advertising and their potential cause and effect balance on the virtual world, it remains a fact that rich media advertising is predominantly dominated by the technology of Flash animated banner ads (both dynamic and interactive), be it websites or elsewhere, and have both audio and video capabilities for completely engaging viewers. This brings us to the current trends in rich media applications in advertising today, which has pioneering initiatives recorded in TV spots being recycled online on over a dozen high-traffic websites, some of which enable download of Pepsi, AT&T, Honda, McDonald's and Warner Bros commercials when the PC user clicks to a page where the advertiser has paid to have it appear.
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