Bannerlab.com, Inc., the privately-held online advertising design and development studio, today announced it has entered into agreements with AdForce, Inc., a majority-owned operating company of CMGI, Inc. (Nasdaq: CMGI), and a leading provider of centralized, outsourced ad management and delivery services, and Akamai Technologies, Inc. (Nasdaq: AKAM), the foremost provider of global, high performance services for the delivery of Internet content, streaming media, and applications, designed to enhance Bannerlab.com's management and delivery infrastructure for its streaming media web advertising technology.
The debut streaming ad, commissioned by The Ad Council for "Talking with Kids About Tough Issues," is a national campaign by Children Now and the Kaiser Family Foundation. Embedded in the fifteen-second ad is a special web-edit from the TV campaign produced by volunteer ad agency J. Walter Thompson. The spot features President Bill Clinton reminding parents to talk with their kids about violence.
Bannerlab.com's streaming media web ads include bandwidth scalable audio and video content, or fallback standard banners, deployed seamlessly to both Windows and Macintosh users on all versions of Microsoft's Internet Explorer and America Online's Netscape browsers. The combination of AdForce and Akamai's ad delivery infrastructure is designed to ensure that these streaming media ads are delivered quickly, reliably and efficiently to millions of online users.
"We are thrilled to add streaming media web ads to our creative arsenal," said Douglas Cerrone, Bannerlab.com's Founder and Managing Director. "It's very exciting to have both AdForce and Akamai collaborating with Bannerlab.com to provide a powerful solution for advertisers to drive their brand on the web."
"Streaming media ads, like those we're serving for Bannerlab.com, will change the way people feel about Internet advertising," said Chuck Berger, CEO of AdForce. "These ads will be more creative, compelling, and ultimately more effective because they will integrate new audio and video effects into traditional online advertising."
"We are just beginning to see the emergence of streaming banner ads on the Web, and Akamai's ability to dramatically enhance the quality and reliability of streaming media is enabling content providers to realize the benefits of creating more engaging advertising," said Daniel Fraisl, Vice President and General Manager, Akamai Interactive Media Services. "Akamai, AdForce, and Bannerlab.com are bringing together best-of-breed technologies for this project. Akamai's FreeFlow(SM) Streaming service will enable the high quality and reliable delivery of the Ad Council banner ad via Akamai's globally distributed network of over 2000 servers."
"We believe that rich media is one of the most effective ways of engaging the web user today and the Ad Council is committed to using the full potential of the Internet to spread our messages," said Peggy Conlon, Ad Council President and CEO. "Our partnership with Bannerlab.com is just one example of the exciting and unique initiatives we have in the works. We expect great things from this banner ad and look forward to creating more unique vehicles to deliver our messages."
Bannerlab.com intends to make its proprietary technology available to the community through strategic partnerships and licensing agreements with advertisers and ad agencies. The company is currently preparing patent applications, and expects to file several other patents for additional technologies it's developing by end of year.
Earlier this year, AdForce and Akamai announced their agreement designed to enable dynamic content management and delivery through Akamai's scalable and distributed network to enhance AdForce's Internet ad delivery infrastructure for online advertising and direct marketing programs.
The "Talking With Kids About Tough Issues" streaming media web ad can be seen at: www.bannerlab.com.
unknown, April 12, 2000, LOS ANGELES, Internet World, April 12 /PRNewswire/via NewsEdge Corporation
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