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Part 1 of a 2-Part Series
The other day I was chatting with a colleague and we got on to the topic of rich media. And the question, "What EXACTLY is rich media" came up. We see it everywhere, we hear about it, we talk about -- we even write about it. We had a very good idea of what it was, but if someone were to walk up to us on the street and ask "What is the definition of rich media," how would we answer? How would you answer? More importantly, how can we take advantage of rich media ads as it seems pretty clear that non-rich media ads like static images, have pretty much gone by the wayside.
WHAT IS RICH MEDIA (OR WHAT IT ISN'T)?
So, I started doing a little digging and found some definitions. They all had a tendency to say the same thing, but this one conveys the gist of the definition of rich media:
"New media that offers an enhanced experience relative to older, mainstream formats."
Now you can see why we were struggling with this definition! Now, this definition does go on to say:
"Standard graphic format such as JPEG and GIF would not be considered rich media."
So, if it's a static image, it's not rich media. If it's not a static image, it's rich media.
Now, here's another definition that pretty much says the same thing, only in more specific terms:
"A method of communication that incorporates animation, sound, video, and/or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, Flash, and with programming languages such as Java, Javascript, and DHTML. It is deployed via standard web and wireless applications including email, web design, banners, buttons, and interstitials."
Again, it basically says "if it's not a static image, it's probably rich media."
YOU STILL HAVEN'T ANSWERED MY QUESTION...
So, now we should theoretically know what rich media is (or in this case, what it is not). But, that still doesn't tell us exactly what a rich media looks like. So, below are some types of rich media ads, along with some samples to give you an idea of what they look like, and some resources for creating such rich media ads.
I. Flash
Flash ads are ads that usually involve animation and can include a level of interactivity. For example, you may have an ad that incorporates a game theme - "try to use this gun (i.e. your mouse) to shoot the moving duck." If you hit the duck, it may show a special message or take you to a "winner's page." Combine this with the fact that the resulting files are very small in terms of file size and the fact that just about every computer has the Flash player installed (the software that will run the Flash program), it's easy to see why Flash has become the format of choice for delivering animation on the web.
- Macromedia Flash - Makers of the software that creates Flash files and the free player to play Flash files. Although it's a powerful program, it's not something you can master overnight.
- Flash Banner Now - Use their templates and add your own text and graphics to create a finished product. Free trial available. They also offer custom Flash design services, too.
- AnfyFlash - Offers a number of free Flash applets you can customize, of which some are suitable for advertising purposes. Paid version includes additional applets and features.
- SwishMax - Create your own Flash files without having to be a Flash expert.
- Magic Swf2Gif - Converts existing Flash files to animated image (.GIF) files. Although most users have Flash, you may want to convert your Flash file to an animated GIF file which just about everyone should be able to see.
II. Pop-Up Windows and Pop-Under Windows
Pop up windows are those windows that appear when you visit a web site and another (usually smaller) window appears at the forefront. It usually contains an important message, a special offer, an advertisement -- just about anything. Pop-under windows are the same thing except the new window appears below or underneath the main window. Then, when the main window is closed, the pop-under window is visible. These types of windows can be used at your own site or can be used to promote your site at other sites.
Click for Sample
(Click to see a main window appear.
Close Main Window to See Pop-Under Window (which is an order form)).
III. Java Applets
Java applets are mini-applications that can do all kinds of interesting things, including creating special effects. They can be used in web pages or sent in an email message.
Click for Sample
- Headline Factory - User-friendly software for creating advertisements or headlines with special effects.
- AnfyTeam - Free java applets you can customize. A few applets are suitable for advertising purposes.
to be continued next month...
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