EchoMedia Offers Solution for TV-Quality
Interstitial Commercials
[September 24] Newport, RI-based interactive ad services company
echoMedia reports it has delivered a new technology called Sesame-Ad that
allows advertisers to run interstitial, television-quality commercials on the Web
with all of the live-action, animation, drama and sound associated with regular
TV commercials.
Sesame-Ad handles the scheduling automatically and also captures detailed
end-user demographics and advertising impressions on a "real-time" basis,
generating a customized online report for the advertiser, the company said.
Pricing was not disclosed.
"Sesame-Ad handles automatically the pre-determined scheduling of the
advertiser's commercials so they reach the Web users of primary interest--the
millions of potential customers identified as prime targets for the advertised
product or service," said Thomas J. Burgess, co-founder and chief executive
officer of echoMedia. "Sesame-Ad activates the advertiser's commercial when a
Web user initiates the download of a graphic field or document, and the
commercial appears on the user's screen without any noticeable interference with
the download."
The company said the technology is already in use by clients such as MapQuest,
the Christian Science Monitor and TravelFacts. Advertisers include Honda,
BMW, and Sandals Resorts.
The Sesame-Ad technology is capable of converting an advertiser's television
creative into a Web-capable software file regardless of the creative or graphic
tool used by the advertiser's agency to produce the commercial, the company
said.
Commercials also may run virtually any size, from full screen to half-screen or
quarter-screen or smaller, and any length, from a branding ad with a fixed run
time to a longer interactive spot.
And to avoid the annoying problem of "advertising overload," the advertiser can
determine how frequently a Web commercial is allowed to appear on a user's
screen (e.g., every fifth page view, or third key word search).
EchoMedia is a wholly owned subsidiary of The Netmaster Group Inc.
[NOTE: Netmaster Group changed its name to Zulu-tek in December of 1997] |
