CAMPAIGN.I: Tangozebra teams up with Carat Interactive

Tangozebra, the online advertising technology company, has formed a strategic partnership with Carat Interactive to boost the take-up of the company's Tranzition advertising tool.

Tangozebra, the online advertising technology company, has formed a strategic partnership with Carat Interactive to boost the take-up of the company's Tranzition advertising tool.

This is the first such strategic relationship for Tangozebra, which launched its Tranzition ad technology with the online ad network Real Media in August.

Tranzitions are internet ads that run between web pages rather than within them or over them.

Advertisers decide which links they want to initiate an ad, and then, when that link is clicked by a user, the rich-media spot runs in the few seconds it takes for the other page to download.

Brands including British Airways, BT and Mercedes-Benz have already run Tranzition advertising campaigns, which, until now, have only been available to advertisers using Real Media sites. The alliance with Carat will ensure that the technology is available to more advertisers , as well as improve the creative possibilities for online ad campaigns.

James Booth, the director of Tangozebra, said: 'The restricted space on a banner requires more than your 2D storyboard creative strategy. The conventional creative angle is being applied to banner creative and is falling short.

'We're trying to improve that by making our technology another dimension of the creative process and allowing advertisers to combine more than one element of their wishlists.'

The first Tranzition ad campaign planned by Carat for the Subaru Impreza is already live on the Beeb.com Top Gear web channel.