Addressing Premium Content And Brand ROI
David Jamieson, head of media solutions at BT Media and Broadcast, is already looking ahead to the future of rich media, and sees interactive advertising being a big driver in the evolution of the concept.
"The term rich media appeared with the arrival of broadcast.com about five years ago, but today with all Web sites and even Powerpoint slides containing a mixture of animated graphics, audio and video clients, it now tends to refer to a multimedia look and feel," says Jamieson.
"If you take rich media as being premium content, which content users pay for directly, then rights management or the protection of existing rights deals is key. Most content owners are keen to protect their existing revenue streams and are wary of the Internet," he adds. "In the IP world, if any of the encryption or rights management wrappers are breached, one ripped copy posted on an FTP server can be distributed in large volumes, not just affecting the Internet channel to market but also destroying the traditional physical channels to market."
Rich media as it applies to the advertising world, including most broadcasting content, involves a different set of challenges, according to Jamieson. And the challenge of convincing advertisers and media agencies about the critical nature of 'Brand return on investment' is high on the list.
When it comes to attempts to drive advertising messages, Jamieson sees the challenge involving rich media as one of convincing advertisers and media agencies of 'Brand ROI'. Convincing end users to spend more time with a brand requires the technologists who handle current content distribution to think more about the context of what users are doing when they view content, according to Jamieson.
"With the Internet, end users are now not just sitting in the living room passively absorbing content, but are now in the bedroom, at work, or on the move. So, on one hand, you have 'paid for' content owners trying to restrict access, and on the other hand, you have advertising brand owners who are trying to do the opposite and get their message out to as many people as possible in as many ways as possible." says Jamieson.
BT Media and Broadcast offers products that focus on a 'create one, distribute many' approach. For 'paid for' content owners, this company offers white labeled platforms then formats, encrypts, manages rights, distributes and bills users on a global basis, targeting global brands and helping them get an undiluted message all the way to their customers, according to Jamieson.
"For a media or brand owner, BT Media and Broadcast offers the ability to delivery a brand message across multiple mediums and to offer interactive return paths allowing real-time measurement of the effectiveness of their spend," he says.
"A mobile user may only want to see previews or summaries with an invite to purchase if it is 'paid for' content, or if it is 'advertising sponsored' content, be compelled to download or view more. In some contexts, preview and payment may be a relevant mobile experience with final fulfillment being a static absorption mode activity at home. By addressing or supporting all modes by which rich media can be delivered, we can support QoS or contextual dependent content delivery."
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