as an aside, we had a really great presentation from the guys at eyeblaster about the value of flash rich media advertising for branding and direct response and the pitfalls of a reliance on clicks to sell the advertising.
His case was that rich media as a branding exercise is more effective than television advertising which is turn is more effective than print advertising. His reasoning was the following: format sense print ads sight television sight, hearing rich media sight, hearing, touch By creating richmedia toys that allow the user to 'play' with the brand identity in different ways (an example might be using different types of deodorant in a bathroom cabinet to show the effects on the laydees for axe) will embed that brand into the users subconscious much more effectively that watching (or not) a 30 second spot on tv. They tracked that users that used a richmedia experience like this spent on average 1 minute (and showed us a campaign that users spent waaaay more than that - about 5 minutes on average) mucking about with the ad but then didn't click through. The results they showed us was from search and in sales. They also showed us the value of direct response in flash banners, especially ones placed in 'typing' places like email / messenger clients. They showed us a case study where a mobile phone company added a form to allow the user to sign up directly from the ad but because they required 2 forms of id, they actually asked for the user's passport number (!!!). They got something like a 15% response rate on the ad! It wasn't even very nice. their old paper is at http://www.eyeblaster.com/Data/Uploads/ResourceLibrary/10Things_branding.pdf The new one will be going up at http://www.eyeblaster.com/Content.aspx?page=resource&id=45 (not there at the time of this post) in terms of advertising, there is little doubt that flash is the way forward (even from where we are already). My hope is that rich media will become the norm and that people that use flash-blockers will be the ones missing out. a On Tue, Mar 3, 2009 at 6:11 PM, Joel Stransky <[email protected]>wrote: > We were recently discussing this from a business stand point at flashkit. > You might find it enlightening. > http://board.flashkit.com/board/showthread.php?t=789389 > > On Tue, Mar 3, 2009 at 12:12 PM, Anthony Pace <[email protected] > >wrote: > > > Thanks for the answer. Good points. > > > > > > allandt bik-elliott (thefieldcomic.com) wrote: > > > >> The company i'm at at the mo uses flash for advertising, navigation and > >> impressive landing pages for sites. simpler forms of navigation will > move > >> to > >> ajax imo while more complicated pieces (carousels, 3d etc) will stay as > >> flash > >> > >> advertising will stay as it is - flash is the smallest, most efficient > way > >> of delivering advertising and with rich media becoming more important > for > >> branding and data-capture, the flash banner is here to stay. > >> > >> landing pages that don't really use flash to do anything more than fade > >> items in will move to ajax but for proper animation, flash is still the > >> best. > >> > >> not sure about flex. As far as I've always thought, Flex is for building > >> applications and was made for the c programmers coming to the .swf > format > >> who are used to having libraries of components and pre-made classes. > I'll > >> be > >> looking into it more when I get some time. > >> > >> a > >> > >> On Tue, Mar 3, 2009 at 10:29 AM, Anthony Pace <[email protected] > >> >wrote: > >> > >> > >> > >>> Because of the trend, have you noticed less jobs for Flash then for > AJAX > >>> style webapps? A push to DHTML and AJAX because of SEO issues? > >>> So many bad developers giving companies leaving a bad taste in the > mouths > >>> of clients? > >>> Is freelance flash developer starting to become a bad title? > >>> What about the move to FLEX for big organizations? Bad for flashers > >>> because > >>> it makes it easier to produce cookie cutter apps? > >>> _______________________________________________ > >>> Flashcoders mailing list > >>> [email protected] > >>> http://chattyfig.figleaf.com/mailman/listinfo/flashcoders > >>> > >>> > >>> > >> _______________________________________________ > >> Flashcoders mailing list > >> [email protected] > >> http://chattyfig.figleaf.com/mailman/listinfo/flashcoders > >> > >> > >> > > _______________________________________________ > > Flashcoders mailing list > > [email protected] > > http://chattyfig.figleaf.com/mailman/listinfo/flashcoders > > > > > > -- > --Joel Stransky > stranskydesign.com > _______________________________________________ > Flashcoders mailing list > [email protected] > http://chattyfig.figleaf.com/mailman/listinfo/flashcoders > _______________________________________________ Flashcoders mailing list [email protected] http://chattyfig.figleaf.com/mailman/listinfo/flashcoders
