Banner Ads Rich Media, Richer Response (1,251 words)
Media for the Masses
Rich media can go beyond flash and dazzle to give banners transactional capability, allowing Web users to sample products or make purchases.
Rich media provides:
• near CD-quality sound;
• streaming animation;
• transactional capability; and
• secure purchases within a banner.
Says Lyn Chitow Oakes, vice president of marketing for San Francisco-based advertising network Flycast, "When we converted over to our rich-media-enabled network, one of the factors was that rich media is very time consuming and costly for advertisers to develop if you have to coerce 20 Web sites to run it."
Now Flycast provides tags that allow more than 850 sites in its network to run hassle-free rich media campaigns, eliminating the negotiation process for advertisers and the programming bother for Web site owners.
To make the process even easier for advertisers, the company worked with partners First Virtual Holdings Inc. and Thinking Media Corp. to develop a program called ResponsePoint, which creates rich-media templates that are ready for commerce.
"The purpose of the templates is that instead of having to start from scratch every time you want a rich-media banner, you start with a template and drop your graphics and copy into the template, and you're ready to go," explains Oakes.