Marketing Terms



Multimedia technology developed by Macromedia to allow much interactivity to fit in a relatively small file size.


The proper use of Flash has been a hotly debated topic between rich media evangelists and usability experts. Usability guru Jakob Nielsen threw down the gauntlet with an article titled, “Flash: 99 Bad.” Since then Macromedia has added resources relating to usability and accessibility. Flash evangelists maintain that bad designers should be blamed for excesses, not the technology.

Flash can be used to create entire “Flash sites” or to add interactive elements to standard HTML sites. Some Flash-only sites are accompanied by non-Flash sites in an effort to cater to a wider audience.

Flash technology can also be used in interactive banner & button advertisements. The use of large-format rich media ads at CNET has attracted much attention, plus a little controversy, and may signal a trend towards large, rich ads by publishers looking to add premium CPM placements.

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Related Terms

rich media

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