using Flash Lite® content with PACE
PACE supports Flash Lite® enabling the re-use of existing asset inventories on PACE enabled mobile handsets
Adobe® Flash® is the the de facto standard for delivering high-impact, rich animated content and advertisements across different devices. PACE adds significant value to the handset's native Flash Lite® player through full campaign life-cycle and rules support for Flash Lite® content.
the benefits of Flash Lite®
Flash Lite® has a huge developer community, excellent tool support and is the de facto standard for rich animated advertisements and other graphically rich content on the Web.
For this reason, Flash Lite® has been supported as a first-class citizen in PACE from the outset.
In particular, our aim was to allow Flash Lite® content in PACE screensaver campaigns to facilitate re-use between Web and mobile advertising inventories.
Flash Lite® in PACE campaigns
“The most acceptable form of advertising for users [is] displayed on the screensaver.” isi Marketing Research GmbH
Flash Lite® assets (SWF files) are packaged and delivered to the handset as a part of a standard PACE campaign channel. This means that the SWF is fully managed: its download/update, display scheduling and removal from the handset is under the control of the rules engine.
Once on the handset, PACE supports the display of Flash Lite® in screensaver campaigns or as campaign actions ; it cannot currently be used in idle-screen views.
use cases
The simplest use case for Flash Lite® is for rich animated display advertisements on the screensaver.
Unlike traditional browser based advertising solutions, PACE downloads and caches campaigns on the handset whose display is then controlled by rules.
authoring of Flash Lite® screensaver campaigns
PACE hosts Flash Lite® content in the native Series 60 screensaver control.
This means that SWF campaigns managed by the client must be authored to meet the requirements imposed by the handset. Particular attention must be paid to:
- Network access is not supported, however, the PACE engine can update the SWF using campaign rules to achieve the same end.
- Action Script
loadVariables(...),setAndLoad(...)are not supported. - It follows that ‘polite’ campaigns cannot be built as network access is not permitted from the screensaver— the SWF must be self-contained
- The SWF should be set to
full screen, high quality and the
focusrectshould be disabled. - The frame-rate should be set as low as possible and certainly no higher than 15 fps, other standards for rich media ads should be followed, particularly as they relate to device CPU utilisation.
Campaign designers must provide the following metadata in order to control how the Flash Lite® content is presented to the user in a screensaver campaign:
- Campaign validity dates.
- The campaign duration (typically 15, 30 or 60 seconds).
- The number of campaign impressions required.
- Idle-screen campaign text and icon (if using standard templates).
- Click-through action list.
- Any other detailed rules required to trigger the campaign's display.
The client may impose other overriding rules for screensaver campaign display, for example, Flash Lite® may not be displayed if the battery level falls below a certain threshold.
technical benefits
As of June 2010, campaigns created using Flash® account for 40 percent of U.S. online display advertisement impressions and upwards of 80 percent of all animated advertisements. PACE provides out-of-the-box support for campaigns authored using Flash Lite® which means that existing advertising and other assets encoded in SWF can be readily injested, downloaded and displayed to subscribers on their mobile phone handsets.