Rich Media Contextual Definition
Rich media is defined by different parties according to the
context in which it is used. For instance:
- The advertising industry defines rich media as dynamic
and interactive advertisements. Rich media advertisements
refer to those that use technology such as Flash, Java applets,
streaming video and interactivity.
- A corporate or academic organisation may define rich
media in terms of Interactive multimedia presentations or
training and learning tools or dynamic multi-media E-mail
messages that deliver a mix of sound, video and/or animation.
- A webmaster may incorporate rich media into a website
in terms of using a mix of media: text, graphics, embedded
audio / video, streaming audio / video, interactive quizes
- Multi media gaming is another popular use of rich media,
where games may be enhanced with special effects or played
by multiple gamers linked via Intranet or Internet.
Each of these terms are correct in defining rich media mix.
A good summary would perhaps be the use of multiple media
[multi-media] in which the visitor can interact with the content
in a number of ways. As mentioned above, rich media is further
classified in terms of the technology used, and the resulting
format.
Rich Media In Advertising
Multi Media
Rich Media is also refered to as Multi-Media.
Multimedia is defined by wikipedia as "media that uses
multiple forms of information content and information processing
[e.g. text, audio, graphics, animation, video, interactivity]
to inform or entertain the [user] audience. Seems pretty much
like the definition of rich media to me.
Multimedia also refers to the use of (but not limited to)
electronic media to store and experience multimedia content.
In fine art it is a synonym for traditional mixed media as
well as technological new media (ArtLex, NWD). The technology
used to define rich media or multi - media has rather been
adopted as a sub-classification.
Multimedia content that allow users to actively participate
are called Interactive Multimedia.
Rich Media Is Active Media
The term mult-imedia can be somewhat ambiguous for use as
a definition of rich media.
A pedantic definer may attempt to include a static paper
book as multi-media by the fact that it contains both graphics
and text. They may attempt to further enhance their claim
by including that the 'reader' interacts with the book by
selecting and turning pages at will. Together, these characteristics
could be defined as non-linear multi media.
The term "video" is also used in different contexts.
It is used to describe both motion images and also as a multimedia
file format, delivery format, or presentation format.
This is where accepted usage becomes an important factor
in definition. By accepted usage, information that is presented
using multiple forms such as text and images are NOT considered
mult-media or rich media. It is only those information or
entertainment sources that use active presentation formats
such as audio or video that are defined as rich media.
One could assume therefore, that the classification in terms
of static media and active media is incorporated into the
defining criteria for multi-media or rich media.
Rich Media Is eLearning
Rich media is providing a powerful environment for elearning
and online
degrees.
Rich Media Standards
Rich Media standards between players is not yet synchronised,
in spite of vast improvements in media players. This standards
issue is common with all modern media and technology such
as internet browsers, cellphones and video.
Ad Campaign Measurement and Audit Guidelines released in
2004, detailed the standard for counting an online ad impression.
The National Center
for Accessible Media provides rich media tutorials on
rich media authoring and updates on standards.
IAB’s
Broadband Video Commercial Measurement Guidelines provide
a standardized set of measurement guidelines supplementing
the Ad Campaign Measurement and Audit Guidelines. These guidelines
determine at what point a broadband video commercial is counted.
A Broadband Video Commercial is defined
by the standards as "a commercial that may appear before,
during, and after a variety of content including streaming
video, animation, gaming, and music video content in a player
environment". This definition includes Broadband Video
Commercials that appear in live, archived, and downloadable
streaming content.
IAB
Interactive Media Standards
Measuring
Interactivity |
