The choices made by the large brands in the BDA space are clear evidence that in this nascent, powerful medium; either you get it or you don't.

But you're lucky because most brands haven't even touched these millions of users yet. All you need to do is understand the life of your users, where your product fits in, and design a bridge making their life easier on the computer,  sponsored by your brand.

More technically, your brand will love BDAs because they recycle well. They can easily absorb the interactive web technology you worked so hard to develop and quickly make it intoxicatingly convenient and powerful. The same goes above-the-line by giving you a direct pipeline to repurpose (or even debut) high-quality, stutter- and artifact-free video.

And last, but certainly not least, recycle your cookies. Put them to use right on the desktop. Build richer profiles from them with metrics you can see in real-time, down to individual users. Then return the favor by giving your users increasingly easier, more intuitive ways to interact with your brand.

With the freedom BDAs afford, it's every brand's chance to communicate without any barriers on the free flow of communication. It's only limited by the needs of your audience, and your imagination as a marketer.