America Online Inc.’s Advertising.com introduced a new network to offer advertisers a centralized source for delivering rich media advertising campaigns.
The network, in use by specialty retailer Circuit City, lets advertisers automatically execute rich media campaigns across an inventory of more than 55 online publishers. It goes beyond user-initiated formats to cover automatic ones like floating, auto-expandable and sound-enabled creative.
Advertising.com, Baltimore, claims the network meets Interactive Advertising Bureau rich media specifications, reaching more than 78 million unique users each month with 2.4 billion monthly available impressions.
The network includes many verticals, especially entertainment and sports sites with a tendency to offer better interaction rates with rich media ads, Advertising.com claims.
In another measure, Advertising.com also standardized ad specifications for the network via partnerships with preferred media vendors Eyeblaster, PointRoll and DART Motif.
“Until now, advertisers who wanted to run the most advanced rich-media ads had to hand-pick publishers that could handle them,” Advertising.com president/CEO Scott Ferber said in a statement. “It meant managing multiple placements with multiple specifications and it limited the volume of consumers that could be reached.”
“Our new network eliminates these issues,” he said. “With a single ad buy and a single set of creative specifications, advertisers can reach millions of users each month across leading rich-media-enabled Web sites.”