Internet advertising sees TV ads go online
20 January 2004
Net users will soon be able to see full-screen television adverts playing between web pages as Unicast launches a new format this week in response to demand for better online advertising.
The privately held online advertising company are debuting the 300k online ad format Full-Screen Superstitial today, which works using online video technology from Microsoft.
According to Unicast this move will mean advertisers can now reach consumers on the Internet with as much impact as they would have using traditional television adverts.
Currently companies such as McDonalds, telecommunications company AT&T and Pepsi are running online trials, appearing at sites such MSN.com and ABCNews.com, the adverts are proving to be very memorable, beating usual market results.
Unicast's technology downloads the full-screen commercial into an Internet browser and waits until a user is moving between pages to play the ad, however unlike television, users can hit the close button if they have seen the advert before or are becoming irritated by other pop ups.
Dick Hopple, Unicast chairman and CEO told Revolution magazine: 'What we're offering is proof, which advertisers can see with their own eyes, that the internet can support the kinds of creative ideas they are used to delivering on television and that they don't have to learn a whole new set of 'tools' to put those ideas in front of consumers.'
According to market research firm Media Intelligence/CMR, Internet ad spending is thought to increase by at least 12 per cent this year due to improved economy, a rise in Internet use and the development of technology that makes it easier to post and track Web ads.
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