Unicast Communications, New York, and CMGI-owned Engage Technologies, Andover, MA, will announce today a collaboration to create profile-targeted Superstitial rich-media advertising aimed at stimulating higher click-throughs, ad recalls, response rates and return on online ad investment. The Superstitial – a nonbanner ad created by Unicast that plays locally without requiring streaming or plug-ins and offers a TV commercial-like experience in a narrowband environment – will be combined with Engage Knowledge, a database of anonymous user profiles, to reach the appropriate user at the right time. Internet advertisers will be able to use these new profile-driven Superstitials early next year. Current clients of Unicast for its nontargeted Superstitials include Coca-Cola Co., Universal Pictures, British Airways and Bell Atlantic.
