As with the Macromedia tools, cost and time of Java development varies widely depending on the complexity of the applet. There are several third party developers seeking to make Java more cost effective for agencies and advertisers. Allows export from Director to Java applet. Graphical development environment for Java applets Beyond the Buzz Regardless of how impressive rich media executions may appear to the user, the results are even more significant. These capabilities provide the advertiser or content provider with the opportunity to deliver a more sustained and meaningful experience.
Rich media can be difficult to build and implement.
The development tools are still very young, and the lack of ad serving standards across the industry can make site acceptance an issue. Otherwise, you'll wind up with a killer ad and no where to run it, or a killer ad space, and no creative spec'd to run. Rich media should not be employed simply because we can. If rich media can engage an audience or broaden the appeal of a destination and is demographically appropriate, then use it. Rich media is NOT the message.