Beyond Interactive Launches Emerging Media Unit
Jonn Behrman, CEO of Beyond Interactive, an interactive and customer relationship management agency, said, "People are now able to access the Internet on devices other than computers, and these up-and-coming technologies will present new advertising opportunities."
He said Beyond Interactive's Emerging Media Services Group is establishing itself now so it can begin developing "the most effective and creative ways of turning these new communication channels into valuable marketing mediums."
Emerging Media will liaison with BI Mobile, the company's wireless advertising division, as it develops service offerings that position client ads on digital cell phones and PDA devices. The company is facilitating development of wireless-enabled Web sites, known as WAP sites, to help clients launch wireless e-commerce initiatives.
The company already began developing advertising and marketing campaigns that can be embedded in software. Media plans include partnerships with publishers that offer freeware -- software that users can download from Web sites and use free of charge. The agency said the advertising-embedded software gives advertisers a unique format for exposure.
In June 1999, the agency became an Interactive Marketing Partner of Grey Global Group, formerly Grey Advertising. Beyond Interactive's clients include Oracle, Classmates.com, kforce.com, PlanetRx.com, GetConnected.com and theStream.com.