More conservative companies, said Brimelow, have approached interactive user experiences on a smaller scale, in such a way that doesn't affect their traditional brand.

But Brimelow noted that in general, in the past, there has been a "gratuitous use" of Flash, with the technology having been misused on sites where it was really not necessary. He recommends using Flash wisely, only where appropriate. "We recommend a balanced approach," Brimelow said.