ANALYSIS: DEAL OF THE WEEK

’We can rebuild him. We have the technology to make the world’s first bionic man. Richard Smith, sales head at Real Media, will be that man.’

’We can rebuild him. We have the technology to make the world’s

first bionic man. Richard Smith, sales head at Real Media, will be that

man.’



Smith, now equipped with transitional ads, has undertaken his most

recent web mission: to make the net a safer place for fmcg companies to

advertise, escaping the dreaded banner and his army of buttons.



Joel Crawford, European ad services manager at Real Media, aided by the

technology of Tangozebra, has introduced the first online transitional

ad and Smith is the first person to sell it.



Smith clinched the deal with British Airways after negotiations with

Dave Shiell from Agency.com. The Times and The Sunday Times are the

first UK-based websites to host the audio-visual transitional ads, which

appear when users access the business and travel sections.



The duration of the ad is around three seconds, allowing enough time to

tap into the consumer’s mind, while occupying the time it takes the

browser to find the next page. The ’newly converted consumer’ is then

offered the opportunity to click on the advertiser’s banner. Currently,

the ads cost around pounds 55 per 1,000 page impressions.



Got a potential sale of the week? E-mail Lexie.Goddard@haynet.com.