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NONE: Re: ONLINE-ADS>> Why not rich media?
Re: ONLINE-ADS>> Why not rich media?
Todd Watson (watsont_at_us.ibm.com)
Mon, 23 Feb 1998 16:18:23 -0500
To Mike Morath's digest posting that "In this environment, we tend to steer
away from Java, Shockwave, and video for one major reason: bandwidth," I would
say that I agree wholeheartedly, depending on the target audience you're trying
to reach. There may be occasions when a significant portion of the
constituency you're trying to reach is behind a corporate firewall with
bandwidths galore, and it's more than appropriate to implement rich media. In
such an instance, you have to weigh the benefits of reaching your target
audience while alienating, and possibly enraging, the 14.4ers.
As a former Web producer myself, and now an Internet advertising manager, I'll
step up and make the assertion that this is not a new problem -- far from it.
attempt to satisfactorily answer the age-old question "Should I or shouldn't
I?" across the browser/HTML feature set. I don't think I ever came up with an
easy answer, and one which should be painstakingly calculated. And don't think
that's about to end. The divergent DHTML/XML signals from MS and NS suggest
that this one won't be settled soon, either, and we're all going to have to
live with their lack of cooperation in the meantime.
While I agree that sometimes that Java or Shockwave is slow indeed, some times
the end objective merits the rich media investment and yes, even the painful
download. And I would argue that innovative advertising sometimes means
fostering rich media agony, especially if we're going to push the envelope as
online marketers and test the waters for what will and will not be tolerated.
Cheers,
Todd L. Watson
Program Manager, Internet Advertising
IBM Corporate Marketing
watsont_at_us.ibm.com
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