Home
>
Web Site Promotion
>
Rich Media - Exploring New Territory

Rich Media - Exploring New Territory

Until recently, audio, video, Flash, and static graphics were all independent components used as enhancements to text based messages on the Internet. We're now seeing technological breakthroughs that allow us to combine these various elements into exciting web-based presentations that not only simulate our television experience but also take us to a whole new level of user interactivity. This technology is called Rich Media.

Rich Media is comprised of a combination of audio, video, graphics, and other techniques that, when put together, create an Internet experience that is personal, relevant, and largely unmatched by other print or broadcast media.

Rich Media is in its infancy but companies cannot afford to ignore its' potential impact as a business tool. The "dot bomb" crash in April, 2000, notwithstanding, the Internet is still the fastest growing medium in history and continues to attract thousands of new users everyday.

Most of us come to the Web to perform specific tasks. We send mail, we read the news, and we research topics of interest. We also come to the Web to browse and shop for goods and services. The Internet, unlike other forms of media, allows us to take immediate action. We're urged to click on banners, click on text links, write letters to the editor, create greeting cards, and upload our family pictures for the world to see. Is it any wonder that we have higher expectations of the Web than we do from browsing the newspaper or passively watching TV?

We are only beginning to understand how Internet advertising works and how it differs from that in the offline world. We do know that we've come a long way from the traditional banner ad which has been steadily losing its' effectiveness. When banner ads first appeared, they were a novelty, and click-thru rates were satisfyingly high. As the banner ad proliferated, and websites became increasingly cluttered, click-thru rates plummeted forcing advertisers to look for new ways to engage consumers.

Much has been written and said about the state of e-commerce and the emerging trend that puts consumers in a position of power as never before. The need to service, retain, and communicate with these consumers in more meaningful ways has provided the impetus behind the Rich Media movement.

Not only can we use Rich Media to attract consumers; we can craft messages that invite the visitor to interact with the message to obtain additional information or to take a desired action. Purchases could be made directly in the ad or banner window. A user could subscribe directly to a newsletter. Games could be demonstrated. Streaming audio or video clips could be viewed. And, all of this could be done without ever leaving the publisher's site. (A huge advantage for site owners.)

As the visitor enters a site, Rich Media can be deployed to inform him of weekly specials or product specific promotions. One click could then take him directly to the place where he can obtain further information about that product and order it. If the product is a complicated one requiring demonstration, he could be given the option of viewing a Flash or streaming presentation of the product being assembled. Text boxes could be synchronized with the demo to scroll frequently asked questions and answers about the product.

Pop-up windows, albeit annoying to some, have proven to be an effective method of engaging the consumer. These windows, known as intersitials or supersitials, are done with streaming audio, video or Flash, and usually appear when the user's browser is loading another page making that user a captive audience.

This kind of interactivity is what makes Rich Media advertising truly unique.

Many potential advertisers hesitate about venturing into Rich Media due to bandwidth constraints and the lack of widely available "high speed" connections. But broadband services are starting to spread, and, by 2004, 30 millions households should have broadband access. Business users will drive the trend. As more people experience media delivered via broadband in the workplace, they will demand that same experience on their home computers. (Currently there are 30 million workplace computers with broadband access compared to 4 million households.) *

One of the issues that have worried Web publishers is how to create "stickiness." Rich Media, used to deliver content as well as advertising, provides the tool. People are sensory by nature and respond more emotionally to sound and moving objects than they do to still images and static text. Since most purchasing is done on an emotional level, Rich Media presentations often provide that extra impetus to close the sale.

As site publishers and advertisers become more familiar with Rich Media and its' interactive nature, we'll begin to see more sophisticated methods of engaging the visitor emerge. Using extensive databases based on consumer preferences and lifestyles, advertisers will be able to deliver highly targeted messages. (We've already seen this begin to happen as Internet radio stations insert customized messages to generate advertising revenue.) Retailers will employ Rich Media techniques to offer better customer service and to fine-tune their product offerings. Educators will use it to make their sites more meaningful and add interactivity to workbooks and lessons.

It's clear that advertisers and site publishers will have to weigh the costs of producing Rich Media versus the benefits that they hope to receive. As technology moves inexorably forward, however, and bandwidth becomes more plentiful, users will come to have higher and more sophisticated expectations of what they see and hear on the Web. The opportunities afforded by Rich Media ? interactivity, sound, motion, and text all bundled into one smoothly delivered presentation ? cannot be ignored.

* Cahners In-Stat group at http://www.instat.com

Ronni Rhodes is the owner of WBC Imaging, an Internet company that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a digital media engineer, they work with companies to incorporate streaming as part of successful and meaningful sales and marketing programs.

Please direct all questions and comments to: http://www.instat.com 520-742-5780 http://www.instat.com

limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’Hare

In The News:

A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.

A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.

Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.

Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.

Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.

Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.

It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.

Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.

A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.

Many apps unrelated to location still ask users for tracking permission, and Texas Attorney General Ken Paxton has filed a lawsuit seeking to end this alleged practice by Allstate.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Melody, the artificial intelligence-powered robot, is life-sized and represents a move toward creating robots that resemble people in appearance and interaction.

Here are five easy smartphone rules from the National Security Agency that you can follow to better protect your mobile device from hackers and scammers.

A U.S. robotics company has developed "Jennie," a robotic pet powered by artificial intelligence that's designed to comfort those facing mental health challenges.

Healthcare records for more than 184 million Americans were breached in 2024, but you can take steps to minimize that risk. Kurt the CyberGuy explains.

The Skyrider X1 from Rictor claims to be the "first amphibious flying passenger motorcycle," and it combines land and air travel in one sleek design.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Home inventory and restoration apps help itemize and track every item in your home in the event you have to make an insurance claim after a natural disaster.

The White House launched a new cybersecurity safety label, the U.S. Cyber Trust Mark, intended to help consumers make informed decisions on smart device safety.

Today's tech can help make life so much easier — if you know how to use it. Here are a few tips on the quickest and best ways to make your phone, laptop and other devices work for you.

Tech expert Kurt “CyberGuy" Knutsson offers Windows 11 restart fixes: Update drivers, run system scans and check hardware.

Sony and Honda's Afeela 1 EV launches with advanced tech and entertainment for $89,900. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

With limited hard drive space, tech expert Kurt “CyberGuy" Knutsson offers these tips for storing large video files and photos.

Rich Media - Exploring New Territory

Web Site Promotion