Screen Savers

The most valuable real estate there is -- is right on the end user's desktop. It's virtual. You can't really hold it or touch it, but it's space which the end user spends most of his time in front of on a daily basis. Enhance it or own it, and you can own the end user -- or at least a small portion of his mind share for a limited period of time.

Screen savers are installed on every PC. Most are set by default by the manufacturer or integrator, and most people don't even understand why they are used.

Over the years, companies have begun to realize that screen savers make the perfect medium to bring their message to their prospects and customers. If direct mail requires nine or more touches to prompt a prospect to make an inquiry or purchase, then a screen saver could potentially decrease this time frame because the end user sees the message continuously throughout their work day. It's the purest form of brainwashing we know.

Screen savers are a cheap promotional giveaway. You pay for the development once, and then post it to your web site so your visitors can download it for free. This serves two purposes: first, it adds value to your web site, and second, it gets your message onto their desktop.

Static

A static screen saver is one which simply blanks the user's screen with a message or logo or product picture. When an end user touches a key or moves a mouse, the message vanishes and the desktop reappears.

Static screens can be useful if a user is parked in front of their PC all day long. The screen saver needs to be designed with an appealing graphic to give it shelf life. If it's dull and lifeless then the end user will replace it with the next screen saver that comes along.

Slide Shows

Electronic slide shows enable a company to display company messages and product photos. Essentially, it can become an electronic brochure or catalog which kicks in whenever the screen saver turns on. These can be effective in niche' industries with small product lines. They tend to be loaded, viewed and then deleted. Unless the screen saver provides some value-added information or tips, the value diminishes after the end user has watched the slide the first time.

If you can provide "Top Ten Tips" for a business, or educate the end user, then this type of slide show screen saver may have longer-lasting value.

Sprites

Animated screen savers come in several flavors. Sprite animation is valuable because it brings life to logos and helps to attract the eye. The best animated screen savers use multiple sprites, background music and provide hot links back to a web site.

Examples of sprite animation include having a logo or multiple product pictures bouncing around a screen. These tend to be more fun and have a greater shelf life.

Complex Animation

Complex animation refers to a screen saver which utilizes a combination of effects. The best screen saver captures the attention of the end user repeatedly, has an element of "cool" to it, and has an extended shelf life so your message gets ingrained into the minds of the viewers faster and longer.

Available Tools

We have reviewed a number of software tools which facilitate screen saver development. Many are shareware which allows you to try the software for a period of time, and buy it only if it meets your needs and you elect to keep using it. Our reviews are posted on our Cool Tool Awards web site under Multimedia.