THE PROBLEM WITH FLASH
Sometimes, the way people use Flash, from a professional point of view raises cause for concern. Also, despite Macromedia's assurances there are still serious issues about its accessibility. However, the product has continued to evolve as we have recently returned to it in order to re-evaluate its potential.

FLASH AND ADVERTISING
Flash has seen its largest success in the world of online advertising and has revived the flagging market. Users that had become banner blind were recaptured with the TV like qualities of Flash.

Flash can engage the viewer through exciting moving images and the use of high levels of interaction. Flash has the potential to provide considerably more information on a product than a traditional banner ad without asking the user to leave the current web page they are viewing.

Take for example the Kill Bill advert that has been short-listed for the 4th Annual EyeBlaster Creative Awards. This advert not only promoted the film but also allowed the user to view a gallery of images, all from within the ad itself. Another short listed advert allowed the user to play a scratch card style game while other ads even contain streaming video.

LESSONS LEARNED
Of course we don't all have large online marketing budgets to splash around on buying ad space. However, that doesn't mean we cannot learn some valuable lessons from the use of flash in online advertising.

We know that Flash is a powerful 'attention grabber' and that the vast majority of users can view the plugin. We know that an increasing number of users have broadband access that allows the use of bandwidth intensive features such as streaming video. With all of these things in mind perhaps it is time to look at Flash as a way of pushing traffic to key parts of our sites whether it is promoting certain products or focusing a user on a specific call to action.

Flash also allows us to demonstrate and explain complex concepts in an easier to understand and more engaging fashion. If a Flash advert can allow a user to engage in an interactive scratch card game why cannot it also be used to allow users to interact with your products virtually or take part in an e-learning application.

From streaming video presentations to interactive product demonstrations Flash opens up endless possibilities for your site that transcend simple text and imagery. If you are interested in discussing how Flash could benefit your site or you are interested in running a rich media campaign then click here to contact me now.