Some Advice on Rich Media Ads: Remember the End User
Ron Goldberg, director of development at Oven Digital , had some interesting thoughts on rich media advertising in a piece on ChannelSeven's TurboAds.com .
Ron Goldberg, director of development at Oven Digital , had some interesting thoughts on rich media advertising in a piece on ChannelSeven's TurboAds.com .
Ron Goldberg, director of development at Oven Digital, had some interesting thoughts on rich media advertising in a piece on ChannelSeven’s TurboAds.com.
“The obvious issue of narrow bandwidth makes rich multimedia a chore for many end users,” he said. “Despite outstanding workarounds like streamed audio and video (RealMedia), embedded interactivity (Shockwave and Java) and vector-based, as opposed to bitmapped, graphics (Flash), most media files over typical consumer setups are slow and clunky.
“Worse, site developers who employ these tools too often find themselves out of touch with the people who will actually use them. To a programmer with a T1 and the latest beta of Explorer or Navigator, an extra plug-in is less than a moment’s thought. To a typical target end-user with a 33.6 dialup and maybe 16 meg of RAM, it’s a long, annoying download, an even more annoying reboot, and in general a thought- and labor-intensive process.
“Statistics prove over and over that mainstream surfers are loathe to fetch a plug-in in order to retrieve content. That’s why so many plug-ins–even from the big guys like Macromedia and Microsoft–are often unused, and pages that need them are often abandoned. When you ask a mainstream user (assuming that’s part of your audience) to stop a session to load software and use more system RAM, you’re asking a lot. Your content had better be worth it.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article