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We communicate with all our senses. The more senses we engage,
the more impact we experience. A website that uses visual
and audio medial elements will have a longer lasting impression
than text and static graphics only.
Rich media first entered the online world with simple dynamic
banners, followed by flash site intros.
It’s mere presence thrust it into advertising
media planning.
According to media companies, there is still uncertainty
as to how much rich media advertising they should do.
Media planners are tied to performance metrics 99 percent
of the time; and with media impact becoming more difficult
to measure, metrics
raise the question as to how much rich media is effective?
When first introduced, as Flash, DHTML, or Shockwave-oriented
ad units, it was easy to perceive and measure. Today, with
just about everything done in Flash, the metrics have taken
another step up to now define Rich Media as “anything
with a deeper experience than the standard Flash ad”.
There is still a large rejection of over use of flash, with
many information based sites now dishing their flash intros
and again adopting simple, fast loading, unobtrusive graphics.
It seems the market is convenience focused, and is no longer
impressed with any media that hinders them reaching their
target content.
Video
After a wave of audio media integrated into websites, it
seems video is the current big thing in the rich media mix.
The additional production expense to get the audience response
advertisers seek, is still being debated.
Publishers are taking hold of accessibility to content and
are in support of their followers in preventing rich media
from being intrusive. The battle lines are drawn between non-rich
media advertisers, which ad agencies claim are no longer compelling,
and Publisher limitations to protect the user experience.
Read more on Video
Media Elements
Web 2.0
It is not surprising that rich media is moving out of the
sphere of control of the advertisers, and into the hands of
the users. A typical Web 2.0 move.
As more media is converging, so too, do user expectations.
Users now expect an interactive experience with their content.
Even simple surveys and feedback tools help to provide an
ownership factor to the user.
Advertising campaign development is leading toward relevance
and prominence of context as a major factor. They aim to help
the users care about what the advertisers offer.
Regardless of how you are attempting to reach your audience,
it seems you will not escape the reality that rich media is
the new norm. Media impressions are not getting any less expensive,
and rich media is here to stay.
As audiences are getting smarter, new content devices and
web fashions being introduced at every fastening pace, if
you don’t make the effort to keep up, you will certainly
be left behind. Read more on Web
2.0 Media.
Next: Online
Multimedia Standards Updates
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Standards Index | IAB
Interactive Media Standards | Rich
Media Accessibility | Measuring Interactivity
| Rich Media Options | Rich
Media Strategies | Using Rich Media |
MM Standards Updates
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