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'
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,
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.
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
* 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.