Lee Brimelow said today's users expect to find Flash-infused Web sites available everywhere, on all manner of devices -- and Adobe, too, wants every person to eventually be able to view content on a Flash player regardless of platform. "The demands for what they expect are so much higher," said Brimelow, during a panel discussion, about how companies are communicating with screen-generation customers, at FITC 2009.

"Flash used to be all about craziness animation ... and it still is ... but now, people expect the functionality of a desktop application in the browser," said Brimelow.

But according to panelist Geoff Whitlock, president of Toronto-based Life Capture Interactive Inc., not everyone is catching on to the multi-platform rich media approach to selling their wares. "We want to be that central body that recommends technologies, recommends approaches," said Whitlock, but he said some customers are stuck in either the single-platform or siloed concept of rich media advertising.

But while it's exciting to create highly-immersive user experiences, Whitlock and his design team must be cognizant of the fact that some customers don't necessarily have the time to devote to such a project nor do they need to be given the perceived expectations of their audience, said Whitlock.

"We have some pretty dry clients like President's Choice and Deloitte. They're not putting a Flash banner on their site, let alone having someone go into an immersive experience on their site," he said. They choose instead to display information "flat on a page" as that is what is deemed expected, he said.