Is competion the sincerest form of flattery?
(From internetnews.com Jan. 27,1998
"New "Transitional" Interstitial Technology Launched
[January 27] Unicast Communications Corp.(www.unicast.com) in Greenwich, CT rolled out a Web advertising solution that allows Web sites and advertisers to
play sophisticated, large file advertisements between page views in pop up windows.
Called AdController 2.0, the product is an intelligent, persistent Java agent that enables ads of any file size (but initially limited to 70K) to run with full-motion simulation and sound, the company said.
As an interstitial, it does not interfere with the user's editorial
experience.
Said Richard Hopple, chairman and CEO, of Unicast: "Our advertising
solution goes far beyond banners and today's interstitials by offering
new formats like "transitionals" that were never before possible.
AdController allows advertisers to produce one ad and run it on any
site, thus eliminating the need to develop multiple ad versions and to
rewrite code for multiple sites. And because AdController is activated
by a single line of code inserted into Web pages in the same way as
banners, it eliminates any costly rewriting of code by Web sites."
AdController works in the user's browser so it enables more accurate
measurement of impressions, the company said. It counts and reports only impressions where a viewer has actually seen an ad, including ads behind proxy servers.
Advertisers have access to online reports that organize the data for
each ad across all participating Web sites, including the length of time spent with the ad and clickthrough performance. The product uses newly developed technology that avoids the latency and variable delay
associated with streaming technology, the company said.
The "transitional" ad pops open in a Java window and plays out of a
browser cache for a fixed period of time, generally 10 to 20 seconds.
The ad may have any rectangular dimension and can open in any position
on the screen that is mutually acceptable to the advertiser and the Web site.
Available immediately, AdController will be licensed free to Web sites.
Advertisers will be charged $0.005 per serve.
Unicast is a joint venture between the MacManus Group, parent of Darcy
Masius Benton & Bowles and BBN, now GTE Internetworking." |
