Times are changing; gone are the days where a creative, designer or developer’s role is to design and build a site just for a PC monitor. Hand-held interactive products are getting out into the British population, and becoming more and more affordable, meaning it is another very powerful medium for advertising. Agencies have to change their game plan and service offering, and adapt to their new environment, creating sites and content accessible on both mobile and tablet devices.
Over the past two years the market has changed dramatically; the need for ‘flash’ designers has decreased and the need for ‘visual’ and ‘UI’ designers increased, we are seeing a growth in pure play ‘digital experience’ agencies who specialise in mobile and tablet friendly web builds and app design/builds. With Flash not operating on the leading smartphone, and the increasing amount of people owning one of these; agencies and their clients want to reach out to the user and do so using the iOS and HTML5 platform. This growth is pressuring flash and its use is dramatically reducing and we now only really see it being used for direct marketing flash banners, take-overs or imbedded social media games. Microsites for web are now being built in HTML5 as well, as it is also possible for the site to be viewed on the user’s mobile/tablet.
Agencies are now generating new and engaging ways to reach their users with games, tools, and other promos through apps, iAds, and mobile/tablet friendly sites. Now clients are able to provide promotional services that are useful or entertaining to the end user with their branding over it while also linking it to the user’s social media page, making it visible to their friends.
iAds are Flash banner equivalents for mobile; interactive adverts for smartphones. On apps and mobile sites small banners line the top or bottom of the page, sometimes static, sometimes moving. Once the user touches the add, or interacts with it, the banner can take over the screen temporarily to inform the user about the upcoming movie, product launch or whatever the advert might be about. The technology is advancing at an increasing rate but currently the programmer can embed content, video, games, text and create links to take the user to their client’s homepage or Facebook page.
This industry is moving at an incredible rate, meaning it is always difficult to see where the future is going. When companies are planning a campaign they will need to make a decision; do we make this promo an App, an iAd, or integrate it into our own site? Obviously they might choose 2 of the 3, though until recently it was create an app eg. for a beer brand, where the app is a game using the smart phones sensitivity, which the user will play and post their score on face book. Now an iAd will do the same, are cheaper/quicker to produce, and don’t clog up the users phone with promo apps that they will use once or twice.
Designers and developers are taking this information and developing/adapting their skillset to this ‘Dot-Mobile-Boom’. Developers learning iOS/HTML5, and Designers; working more with Illustrator, creating buttons, sliders, textures etc... Not all, but most Flash Designers have adapted to this, pushing themselves to work with mobile and tablet. We are finding our clients tend to favour Designers with this background as they have a good understanding of a user’s interaction, motion, and some front-end development skills, meaning their skills are easily transferred. Also with Flash in decline, working with interface design certainly will set their career for the foreseeable future, and give them a variety of paths to take.
We are always keen to speak with Designers from all backgrounds who want to explore these other areas, or clients who would wish to hear more about the talent out there that could strengthen their established team, or wish to develop a new part of their business.
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Or you can contact David direct on 0203 301 9906 email@example.com .