Looks like it's an animated material, applied to a plane. Instead of a JPG texture, it's a AVI.

Unzip the file you downloaded with "use folder names" checked, and everything should land in the right place. You will find the items in the Props library, in the Omega folder.

You will need Poser 5 or 6 to use this product. It won't work in Poser 4/Poser Artist.