DPS is proud to announce the introduction of DPS AdTracker™ Rich Media Platform — a software solution to facilitate creation, proofing and tracking of Rich Media Ad Production.
What exactly is “Rich Media”?
A concrete definition of Rich Media is hard to pinpoint because it seems to evolve on a daily basis. Wikipedia defines Rich Media as an interactive digital media that exhibits dynamic motion and respond to the user’s actions by presenting content such as text, graphics, animation, video and audio. It is interactive and engaging — outside of what you would expect from traditional online display advertising. Rich Media advertising is showing up everywhere and expanding its capabilities all the time. From in-page ads, pre-roll video, mobile ads, tablet ads, landing pages, micro websites to e-mail campaigns, Rich Media is showing up everywhere. “Rich Media” is the industry buzzword that captures this trend.
What are some things that differentiate “Rich Media” from traditional online display advertising?
Traditional online display advertising uses static images or simple animations to get a message across. It uses standardized sizes and is predominantly produced in Adobe Flash as a single document. Designers traditionally work entirely within Adobe Flash and the output is typically a single file SWF deliverable. Publishers producing this type of content may use a mixture of existing and some digital only talent to build these ads.
Rich Media advertising is not constricted by file format, creative applications or single document output. The content produced is highly interactive and frequently requires multiple documents to produce the ad. While Adobe Flash may be employed, it is not limited only to the use of Adobe Flash. Any web-friendly file format is accepted. Because of the nature of how many file formats can be used, Designers are not limited to a single Creative Application. Frequently multiple applications are used to get the job done. Designers producing these ads are usually Rich Media/Digital-Only Talent often with some type of coding background.
Where traditional Ad Tracking Platforms and Methodologies fail.
Traditional Ad Tracking Platforms fail because they have not properly adapted to a digital world. They remain focused around one document, one deliverable. Items are stored in an intricate hierarchy of folders tied through a central database. While this model works extremely well for Print Media which traditionally relied on linking to very large files across many servers, Rich Media ads are compact and self-contained. They frequently contain multiple files. There is no need to “Re-Link” a Rich Media Ad. The tools used to build the ads were perfect for Print Media but are frequently limiting by today’s Rich Media/Digital Designers. Multiple design applications are required and can evolve on an almost daily basis. The system needs to be able to adapt fluidly. As such a totally new production platform is required to address the needs of these high-end users.
Announcing DPS AdTracker™ Rich Media Platform!
Our Rich Media Platform is a module that extends the current product line to include the demanding needs of Rich Media production.
We support the ability to have multiple creative documents within a single ad. Multiple Flash, HTML5 and Scripting documents easily can co-exist with traditional assets like graphics, audio and video.
To give Designers the maximum flexibility, we provide the ability to use a multitude of creative applications to edit the documents and also switch between creative applications. Designers have an opportunity to preview each file in a choice of browsers and applications. Editing a file can be done in another set of editors that is completely user defined. Editors could range from traditional products within the Adobe Creative Suite Family (Flash, Photoshop, Illustrator, Dreamweaver), coding text editors like UltraEdit or BBEdit, to newer Rich Media Creation Applications like Adobe Edge. DPS allows for a simple framework to define additional applications as they become available.
To facilitate this multiple creative, multiple editor production environment, we had to create a new User Interface (UI) for it. Those familiar with DPS AdTracker™ will see all common interface elements. A new operation was added when the ad is opened to launch this new UI. Simply double-clicking on the ad launches the new suite of tools:
From within this new UI, users can manipulate items in the ad, import existing items or create brand new ones. Each time you touch an item, the user is prompted for their desired preview or editing application. Designers also have the ability to store all assets related to creation of an ad but specify different deliverables for proofing and final production output. This means that editable file format, such as a Photoshop PSD, that may contain the raw makeup of an image can be stored together with the ad elements but not delivered upon output. This keeps everything logically together so that Designers can focus on what they do best — producing quality ads — and not on housekeeping.
Designers frequently need to get items in and out of the system quickly. They don’t want to be encumbered by over engineered or time consuming import and export routines. DPS AdTracker™’s new UI facilitates that easily. Importing new items into an ad is as simple as dragging them on top of the ad window. Files are automatically stored with the rest of the ad. The user is prompted to decide if the files should be included in the PROOF or FINAL output, though this can be specified later.
Exporting materials from DPS AdTracker™ is simple. The UI provides a simple drop-down menu to export the entire ad in either a PROOF or FINAL version right to the Desktop or other user-defined folder.
If your Production Workflow includes an external ad hosting platform, you can easily deliver or export materials to that third-party platform. DPS AdTracker™ has the ability to deliver custom PROOF and FINAL ad hosting links and/or HTML tags. This allows DPS AdTracker™:Online to proof your ad right where it is hosted. We wrap our familiar proofing interface around the ad so that your Advertiser can approve the ad or submit corrections. The UI is consistent with DPS AdTracker™:Online and what Advertisers are accustomed to using.
If you have specialized teams building Rich Media Ads, DPS AdTracker™ can automatically route Rich Media ads to those teams. Keeping Print Ads away from Rich Media Designers and vice versa. We are also able to capture additional details about the Creative Make-Up and Ad Flight Run Details from the Sales Staff if you have a traditional order entry system that does not fully extend to Rich Media advertising.
To speak with a Sales Person and find out how DPS can help your organization, please click here or call (860) 721-9700 x2.