The Adobe Integrated Runtime (AIR) is a new offering from Adobe that allows developers to leverage their existing web development skills in HTML, AJAX, Flash and Flex to build and deploy rich branded applications to the desktop.

What actually is a 'branded application" I hear you ask. Generally speaking, traditional campaigns focus on entertainment to deliver a message, while Branded Applications provide some form of service in order to deliver a deeper, longer lasting emotional connection with a brand.

A great example of a branded application is the Cannes Lions Grand Prix winner Nike +. In this case Nike have taken the power of the web, the idea of community, the growing ability to build tools online, and run with it (pun intended). The end experience is sleek, useful, engaging, and most importantly begs to be revisited time and time again.

The lifespan of branded applications are further enhanced by taking them offline and placing them on the end user's desktop (using AIR). These could be something as simple as a desktop sports widget, or a fully blown branded rich text editing application. The end result is a more tangible, longer lasting brand offering.

Another great example of an AIR based application is the new Adobe Media Player (AMP). The Adobe Media Player enables end users to enjoy video shows whenever and wherever they want, whilst at the same time enabling new ways for content businesses to create, deliver, and monetize high-quality content and advertising through a customizable cross-platform player that supports both downloaded and streamed media.

AMP offers content publishers new ways to distribute and monetise their video assets.

• Branding—Deliver backgrounds, banner, and logos which are displayed dynamically around your content when it is viewed in AMP.
• Advertising—Dynamically deliver banners, in-rolls, and overlays, using your existing ad system, which are displayed in and around your content.
• Measurement—Anonymously measures and asynchronously transmits content usage data to provide valuable metrics for your business.
• Content Protection—Help ensure that ads can't be replaced or removed, and that content can't be reused or remixed without your consent.
• Media RSS—Increases viewership by conveniently delivering new content on an automatic and periodic basis.

So whilst AIR is still in a pre-relase beta format, early adopters such as Disney, Nickelodeon, NASDAQ, Coca Cola, eBay, Yahoo!, AOL, and SalesForce are already using it to extend the reach of their brand.

Matt Voerman
Adobe Systems Inc (Pacific)