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Monetizing Flash Applications


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Flash as an idea advertisement platform.
Flash Advertisement methods in: Video, Games and facebook applications

Published in: Business, Technology
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Monetizing Flash Applications

  1. 2. <ul><li>Internet Business Models </li></ul><ul><li>Advertisement options today </li></ul><ul><li>Flash File Format & Advertisements </li></ul><ul><li>Flash Video – Why does it dominate the web </li></ul><ul><li>New revenue models in Flash video </li></ul><ul><li>Flash as Information carrying Layer </li></ul><ul><li>Non-Video Flash Applications </li></ul>
  2. 4. <ul><li>Revenue Models </li></ul><ul><ul><li>Advertisement </li></ul></ul><ul><ul><li>Referral </li></ul></ul><ul><ul><li>Subscription fees </li></ul></ul><ul><ul><li>Per interaction model </li></ul></ul><ul><ul><li>No revenue model – Exit </li></ul></ul><ul><li>Advertisement is not: </li></ul><ul><ul><li>SPAM </li></ul></ul><ul><ul><li>Bad Service </li></ul></ul><ul><ul><li>Users needs and use Advertisement </li></ul></ul>
  3. 5. <ul><li>CPM – Cost Per Mille, Payment for thousend exposures </li></ul><ul><ul><li>Expose Ad to user </li></ul></ul><ul><ul><li>User might not click on it </li></ul></ul><ul><li>CPC – Payment only per click </li></ul><ul><ul><li>Most common </li></ul></ul><ul><li>CPA – Payment per Action </li></ul><ul><ul><li>Purchase service </li></ul></ul><ul><ul><li>Fill inquiry / Details form </li></ul></ul><ul><li>Mixed business model </li></ul><ul><ul><li>Payment per click / Per Mille(CPM) </li></ul></ul>
  4. 6. <ul><li>Advertisement type </li></ul><ul><li>Text Based </li></ul><ul><li>Rich Graphic Advertisement – Flash </li></ul><ul><li>Advertisement Sources </li></ul><ul><ul><li>Google Ads </li></ul></ul><ul><ul><li>Other Ad networks Ads </li></ul></ul>
  5. 7. <ul><li>Flash is the best format for creating reach Internet Ads </li></ul><ul><li>Flash Related Advertisement </li></ul><ul><ul><li>Rich Content Banners </li></ul></ul><ul><ul><li>Interactive/Call-to-Action Banners </li></ul></ul><ul><ul><li>Video clips transformed to banners </li></ul></ul>
  6. 8. <ul><li>Referral </li></ul><ul><ul><li>You like this Song? – Buy it now at Amazon !! </li></ul></ul><ul><ul><ul><li>I get referral fee </li></ul></ul></ul><ul><li>Subscription fees </li></ul><ul><ul><li>Business service – Linkedin </li></ul></ul><ul><ul><li>Content download - Rhapsody music service by real </li></ul></ul><ul><li>Per interaction model </li></ul><ul><ul><li>iTunes – per song payment ~1$ </li></ul></ul><ul><ul><li>Guba – per video payment 45c-99c </li></ul></ul>
  7. 10. <ul><li>Flash Movie / SWF </li></ul><ul><li>File type: .swf </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Graphics, text, video </li></ul></ul><ul><ul><li>Video controls </li></ul></ul><ul><ul><li>Client logic </li></ul></ul><ul><li>Plays in: </li></ul><ul><ul><li>Flash Player </li></ul></ul><ul><li>Served from: </li></ul><ul><ul><li>Web server </li></ul></ul><ul><li>Synonyms: </li></ul><ul><ul><li>Application </li></ul></ul><ul><ul><li>Video player </li></ul></ul><ul><li>Web Page </li></ul><ul><li>File type: .htm, .html, .asp, etc … </li></ul><ul><li>Flash video / FLV </li></ul><ul><li>File type: .flv </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Video </li></ul></ul><ul><li>Plays in: </li></ul><ul><ul><li>.swf </li></ul></ul><ul><li>Served from: </li></ul><ul><ul><li>Web server </li></ul></ul><ul><ul><li>Flash Communication Server </li></ul></ul>
  8. 11. <ul><li>Headers in the beginning of the file. Why? </li></ul><ul><li>Video support: </li></ul><ul><ul><li>SPARK </li></ul></ul><ul><ul><li>TrueMotion VP6 </li></ul></ul><ul><ul><li>H264 Codec for Video streaming (not live) </li></ul></ul><ul><li>Audio </li></ul><ul><ul><li>Nelly Moser codec by ASAO </li></ul></ul><ul><ul><li>MP3 Codec </li></ul></ul><ul><ul><li>ADPCM (not compressed) </li></ul></ul><ul><li>Alpha Channel </li></ul>
  9. 12. <ul><li>Vector Graphic Format </li></ul><ul><li>Container file </li></ul><ul><li>Includes FLV files </li></ul><ul><li>Action Scripts </li></ul><ul><li>Players </li></ul>
  10. 13. <ul><li>Encoding a special video version for each user is: </li></ul><ul><ul><li>Expensive </li></ul></ul><ul><ul><li>Degrades the video </li></ul></ul><ul><li>SWF Enables: </li></ul><ul><ul><li>Using one video version stored in FLV </li></ul></ul><ul><ul><li>Changing the text or image stored in the outer SWF per user </li></ul></ul>
  11. 15. <ul><li>Flash is the tool for web video . </li></ul>
  12. 18. <ul><li>“ It Just Works” </li></ul><ul><li>Interactive (scripts) </li></ul><ul><li>Designed for Advertisements </li></ul><ul><li>Easy Embedding </li></ul><ul><li>Low Cost / Royalties </li></ul><ul><li>Building, Testing & Distributing Player </li></ul>Brand Marketing Train, Educate, Inform Advertising Media/Entertainment Corporate Presentation
  13. 19. <ul><li>Reach more people </li></ul><ul><li>Ubiquity = no client download required </li></ul>Source: NPD Online survey, conducted September 2004 60 0 20 100 % of internet users 80 40 QuickTime Player 59.2% Macromedia Flash Player 98.2% RealOne Player 58.9% Microsoft Windows Media Player 50.8%
  14. 20. <ul><li>Encode once, reach all platforms </li></ul><ul><li>Lower Dev and QA costs </li></ul><ul><li>Lower customer support costs </li></ul><ul><li>Continuity across platforms </li></ul>Sample Test Plan BEFORE : Sample Test Plan AFTER : <ul><li>WinXP + IE7 </li></ul>
  15. 21. <ul><li>2002 - Flash Player 6 </li></ul><ul><ul><li>Flash adds Sorenson’s video SPARK codec </li></ul></ul><ul><ul><ul><li>Works only in streaming mode </li></ul></ul></ul><ul><ul><ul><li>=>Requires Flash Communication Server </li></ul></ul></ul><ul><ul><ul><li>=>Expensive => Low adaptation </li></ul></ul></ul><ul><li>2003 – Flash Player 7 </li></ul><ul><ul><li>Introduction of “Progressive Download” </li></ul></ul><ul><li>2005 – Flash Player 8 </li></ul><ul><ul><li>Flash Adds On2 VP6 codec </li></ul></ul>(Short)
  16. 22. <ul><li>Not Streaming !!! </li></ul><ul><li>Enables viewing the stream while it is downloaded – </li></ul><ul><li>Streaming experience with lower cost </li></ul><ul><li>Progressive Download is the enabler of Youtube/Metacafe </li></ul><ul><li>Blue – Total KB Downloaded </li></ul><ul><li>Red – Total KB Played </li></ul><ul><li>Yellow - KB played per second </li></ul>
  17. 24. <ul><li>Pre and Post Roll </li></ul><ul><li>Overly </li></ul><ul><li>Is that all? </li></ul>Doomsday Movie advertisement as Overlay on a pre-roll of Doomsday video
  18. 25. <ul><li>Advertisement creation tools in PLYMedia </li></ul><ul><ul><li>Enables: Ad + Original Video </li></ul></ul><ul><li>Advance Advertisement creation tool in AdItAll </li></ul><ul><ul><li>Enables Ad + Images, transitions Sound effects etc </li></ul></ul>
  19. 26. <ul><li>Video greetings tools by IPN </li></ul><ul><li>Pay attention n to the 3D effect caused by Z-order </li></ul>
  20. 27. <ul><li>Seambi </li></ul>
  21. 28. <ul><li>Streams live video from one peer to the other using Flash Media server </li></ul><ul><li>Example: </li></ul><ul><ul><li>BlogTV </li></ul></ul>
  22. 29. <ul><li>Customize the flash player for: </li></ul><ul><ul><li>Simplicity </li></ul></ul><ul><ul><li>Viral Viewing / Social Viewing </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul>
  23. 31. <ul><li>Add information about the video: </li></ul><ul><ul><li>Subtitles </li></ul></ul><ul><ul><li>Face recognition </li></ul></ul><ul><ul><li>Object tracking and advertisement </li></ul></ul>
  24. 34. <ul><li>Mouse over shows info </li></ul><ul><li>Do you want to buy an unmanned attack aircraft? </li></ul><ul><ul><li>Referral Business Model </li></ul></ul>
  25. 35. <ul><li>Detectors </li></ul><ul><ul><li>1 st level detector </li></ul></ul><ul><ul><li>2 nd Level detector </li></ul></ul><ul><li>Owner Information Gathering </li></ul><ul><li>Video and Voice information gathering ->XML </li></ul><ul><ul><li>Search engine registration </li></ul></ul><ul><ul><li>Ad Insertion </li></ul></ul><ul><ul><li>Ad Context </li></ul></ul><ul><ul><li>Category </li></ul></ul>
  26. 36. 1 st level detectors 2 nd Level Detectors Fast, Slow, more processing Process the entire video Pass video/audio sequences to 2 nd level detectors Process only segments of the video/Audio Face detection Voice/Music detection Piracy Detection, Text Detection Scene change detection Face Recognition OCR – Text understanding Artist/Song recognition
  27. 37. <ul><li>Methods </li></ul><ul><ul><li>Detect watermark materials </li></ul></ul><ul><ul><ul><li>Complicated </li></ul></ul></ul><ul><ul><ul><li>No standard </li></ul></ul></ul><ul><ul><li>Logo Detection and Identification </li></ul></ul><ul><ul><ul><li>Simple, easy to implement, working </li></ul></ul></ul>Process
  28. 39. <ul><li>Take a Flash application that might cost Money and sponsor it using Advertisements </li></ul>Betty Ford Addiction Center, Wana bet You need it?
  29. 40. <ul><li>Facebook is Hot </li></ul><ul><ul><li>15 Billion Dollar Hot </li></ul></ul><ul><li>Facebook applications are hot </li></ul><ul><ul><li>But vampires are starting to get boring </li></ul></ul><ul><li>Cool Facebook applications requires: Flash !!! </li></ul>
  30. 41. <ul><li>HTML/Javascript editors </li></ul><ul><ul><li>Cross Platform problems </li></ul></ul><ul><ul><li>Are not fun/ Video enabled like Flash editor </li></ul></ul><ul><li>Flash Text/Image/Sound/Video Editor are the best </li></ul><ul><li>Example </li></ul>