Online sales house Real Media has signed deals with two interactive
advertising solution providers to bring the latest ’beyond the banner’
technology to its sites.
The sales house has signed agreements with Unicast and Tangozebra to
make two advanced systems available to advertisers across its global
Unicast is behind the Superstitial format, which provides rich media
advertising such as animation, sound and graphics. The ads are larger,
more dynamic and more intrusive than banners.
Unicast is a joint venture between ad agency DMB&B and technology
company GTE Interworking. Based in New York, it also has offices in
London as well as Boston, San Francisco and Chicago.
Meanwhile, Tangozebra can deliver audio and visual content within
banners themselves. The company aims to offer high-impact online
campaigns designed to ’engage and captivate’ users. Real Media will work
with Tango-zebra to provide bespoke ad solutions for its clients.
Media services manager Joel Crawford said: ’Advertisers are constantly
on the lookout for new ways to create an experience around their brands
in the narrowband environment, and to rise above the clutter.’
Unicast claims Superstitials deliver greater return on investment than
any other online advertising format. Company chairman and CEO Richard
Hopple said the deal with Real Media would enable advertisers to
’further unlock the medium’s potential as a mainstream advertising
Real Media will manage all sales, targeting, scheduling, impression
counting, reporting and billing for each Superstitial campaign run
across its network.