Flash Flood Rising
You've heard the basics, but the details are even more dramatic. Here's why the latest version of Macromedia's animation software could bring significant changes to the rich media ad world.
You've heard the basics, but the details are even more dramatic. Here's why the latest version of Macromedia's animation software could bring significant changes to the rich media ad world.
In recent weeks, I’ve had a lot of reason to watch the rising Flash floodwaters with great anticipation. Macromedia is on the cusp of realizing the true potential of Flash, a development with encouraging implications for the rich media ad business.
About a month ago, Macromedia announced the release of Flash MX. The advertising world generally ignores new releases of Flash because of the player issues — we can’t use the fun features of the new Flash release until the corresponding Flash player hits at least 80 percent market acceptance across all Web users. But this time the capabilities of Flash have undergone a quiet revolution. You need to be aware of the hidden capabilities, because they could change the way you approach building rich media ads. And for those of you who build Web sites or are involved in wireless, iTV, and other interactive initiatives, there is similar change coming.
First, let me share why I’m so intimately familiar with the technology. Much of the strength I see in this Flash release has to do with dynamically generated content. Macromedia has discussed, but not yet announced, an upcoming release of a Flash Real-Time Server system, which will enable the simple creation of dynamic applications in Flash. Bluestreak, a company I co-founded, pioneered this in the advertising space in our Java-based ads way back in 1998. We built ads that were tied to customers’ databases, collected and distributed information, and showed real-time content.
I started investigating the integration of Flash more than a year ago. Flash clearly became the winner of the rich media wars when Microsoft removed the JVM from Internet Explorer. Bluestreak needed to dive deep into the Flash technology and see what competitive advantages we could uncover from an ad-serving standpoint.
As part of our investigations, I compared Flash with Java on stability, power, and extensibility. I have to admit being a bit surprised at what I found. Flash isn’t just “flashy,” it is also a very powerful technology — actually it’s very similar to the JVM that enables Java to run in the browser. So, we licked our wounds and gave Macromedia a call. We implemented Flash into our ad server as a natively supported creative format — and tied our existing rich media tracking directly to Flash.
Now Macromedia has released Flash MX and its corresponding Flash 6 player. Find out about the basics of Flash MX at the Macromedia Web site. I’ll focus here on the less publicized things that Flash MX can do — and why you should care.
One great resource I came across is a Flash white paper by Macromedia CTO Jeremy Allaire (former CEO of Allaire), which really gives insight into the corporate vision for Flash. Macromedia bought Allaire last year, and the MX suite is one result of this marriage. Flash MX is an integral part of Macromedia’s forward-thinking mission. To understand the power of MX, you need to change your view of the current world.
Today we’re very HTML-centric about how the Web works. Even nontechnical people are affected by the limitations of HTML — they just don’t realize it. Let’s look at some of these limitations — and the changes that Flash makes to alleviate each problem.
Dynamically Generated Content
Data Transfer Size and Bandwidth Costs
Compatibility of Distributed Content
I’ve covered a few of the less publicized features of Flash MX that I don’t think most people have heard about, let alone recognized for the revolutionary features they are. But there is a lot more where those came from, and I hope all the designers and developers out there will start cracking their knuckles and jumping into the fray. This is just the beginning.
Note: In my last column I spoke about an atrocious ad unit that was running on MSNBC for an online casino. I was contacted by an MSNBC representative, who stated the ad referenced by my article had been trafficked in error and was implemented unintentionally. Once the company realized the error, it pulled the ad down. In the company rep’s words: “We care about our customers and listen to their feedback. As such, we apologize to any customer who encountered this ad and continue to be committed to closely reviewing the methods used to market products on MSN.”