Unicast Brings Full-Screen 'Interactive TV Advertising' to Web With New Version of Video Commercial(R)
- Video Commercial Will Blend Unlimited Interactive Functionality
With Full-Screen Broadcast Quality Video; Will Integrate Advertisers'
Branding and Direct Marketing Initiatives -
Leading Agencies Embrace Format; Will Launch Client Campaigns in June -
NEW YORK, May 17 /PRNewswire/ -- Unicast, a pioneer in the online advertising solutions industry, today announced it will roll out a second version of the Video Commercial(R) just four months after the format's debut. The newest version more closely unites robust Flash interactivity with full-screen, broadcast-quality video and will be available to the market in mid-June. The Video Commercial with companion interactivity is the first broadcast-quality (vs. broadband quality) online ad format that allows for side-by-side unlimited interactive experiences with advertisers' television/video assets. The Video Commercial with companion interactivity significantly extends the interactive capabilities of the Video Commercial by allowing for side-by-side interactive elements during and after the video presentation. In contrast, the first version of the Video Commercial -- the Video Commercial with an interactive trailer -- emphasizes advertisers' video assets and then introduces dynamic interactivity in the form of a Flash trailer at the end of the spot. For full demonstrations on both versions of the Video Commercial, visit www.unicast.com. Currently, a host of leading agencies such as Avenue A, Ogilvy Interactive, and RPA are developing campaigns for advertisers using this latest version of the Video Commercial. Campaigns are expected to go live in mid-June, concurrent to the general market release of the new Video Commercial unit. Affirming Web publishers' widespread support of the Video Commercial format, ads will be viewable on major Web sites such as ABCNews.com, About.com, AccuWeather, AtomFilms.com, BusinessWeek Online, Discovery iMedia, EA.com, ESPN.com, Forbes.com, FoxSports, iVillage, Lycos, MSN, SportsLine, and Tribune Interactive to name a few. "Unicast's Video Commercial is a key tool in helping our clients grow their online investments, because it allows them to use creative they believe in and trust online," said Edmund Purcell, management supervisor, RPA. "The latest version of the Video Commercial, which integrates side-by-side broadcast-quality video and full Flash interactivity, presents our clients with even further flexibility and opportunity for their online campaigns." Last January, Unicast introduced the original Video Commercial in a six-week beta program in which five major advertisers bought 100 million impressions across 15 leading Web sites. Additionally, these advertisers contracted with a research firm [Dynamic Logic] to study the effectiveness of the campaigns. The final results based on these five advertiser studies showed that, on average, the Video Commercial campaigns outperformed Dynamic Logic's Video/Audio MarketNorms(R)* by up to 59% and the Rich Media MarketNorms by 5-11 times. In addition, aggregated responses from almost 3000 exposed consumers showed that the vast majority "felt like they were watching a TV commercial" and "found the ads entertaining." "Unicast has built its business on consistently providing ad formats that incorporate its advanced technology so advertisers and their agencies can take full advantage of the Web's unique interactive capabilities," said Richard Hopple, Unicast Chairman and CEO. "The Video Commercial with companion interactivity extends this tradition by ushering in the first generation of truly 'interactive' Television advertising. Never before has a single ad unit been able to unite advertisers' brand and direct response objectives in so compelling a manner." About Unicast's Video Commercial The Video Commercial is a fully interactive, 2MB, 15 to 30-second ad unit, which plays pure digital video at a rate of 30 frames per second -- up to eight times faster than traditional broadband video. The Video Commercial is delivered via Unicast's patented, pre-cached (non-streaming) delivery method, so that ads play perfectly/without delay for every consumer all of the time regardless of bandwidth, Internet connections or the Web site they are on. Video Commercials exhibit television-quality, allowing advertisers to build fully interactive ad campaigns that leverage their valuable offline creative assets, and providing Web publishers with a demanded ad unit, which advertisers will equate with traditional media. About Unicast Unicast is an online advertising solutions provider, which provides a comprehensive Online Format Suite to over 1400 site and network partners and 650 agency and advertiser customers. Unicast acts on behalf of both the buyers and sellers of online advertising, developing products and service enhancements to ensure that all of their online advertising needs are fulfilled through one central source. Unicast is based in New York City with offices in Chicago, Los Angeles, Brazil, Hong Kong and London. More information on Unicast and its Online Format Suite can be found at www.unicast.com. * Dynamic Logic's MarketNorms(R) is a syndicated database and benchmark on marketing effectiveness. The results cited have not been adjusted for exposure frequency, demographics, ad size, websites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
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