Tuesday, April 11, 2006

flash 99% video?

It never fails to amaze me just how much difference it makes having a business model build on a particular technology for the success of that technology.
JavaScript is now experiencing it's rebirth based on features that were there but no one bother to market them until early last year when Jesse James Garrett from Adaptive Path published his essay on a new way of making web interaction. No one would dare claiming that Ajax was just a household cleaner after that without facing angry mobs on the blogs.
On the other hand Flash roams the web for more than 7 years now. It started as the bad boy many neighbours feared will corrupt their web neighbourhood. Some demanded that action take place before it's too late. He was bad. 99% bad actually.
But there's this problem of thinking about what's best for the user and knowing what's best for the user. And in most cases neither one of these is the same with the user's final choice. Like in the human society there are purists that cry in the markets but 99% of the public won't listen. Oh wait, the web is a part of the human society.
So what does the marketing guy do when everyone spends more and more time online?
He starts making online advertising ofcourse. Good old tv might be losing ground but people still need to be told what things to buy and why. And the best recipe for success is a tested model so he needs to find the best technology to do online broadcasting. And what is best for doing online video other than our good old Flash Player. No intros, no "Loading, please wait...". Well actually if you really think about it, every "Desperate Housewives" episode could be regarded as a big 1 hr intro to the next week's one. And no "loading", just some buffering if your broadband can't keep up.
So in the end everybody is happy. Including AT&T, Cingular, Ford, Procter & Gamble, Toyota, Unilever's Suave, Universal Pictures and Walt Disney Pictures, among others. And the happiest is the marketing guy who will tell you that "This unique project has allowed us to offer our advertisers the ability to deliver increased effectiveness in their messaging through targeted and engaging interactive ads that offer compelling consumer experiences".
Did you notice that "
compelling consumer experiences" at the end?
Is that "
compelling user experiences"?
No, it is the consumer that decides what sells. And what sells lives. What doesn't just dies and everybody forgets about it.
More on Flash TV:
  2. Brightcove


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