DoubleClick Gets "Radical" Rich Media Partner
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After making efforts to beef up the technology behind its e-mail services, online ad network and technology giant DoubleClick aims to round out its e-mail suite using rich media from Radical Communications.
Marina Del Rey, Calif.-based Radical Communication's system enables marketers to insert streaming audio and video into their e-mails. The streaming rich media features -- or RadicalMail -- can include video playback, newsletter signup, or e-commerce transactions, and don't require preinstalled media players or plug-ins. Streaming the content -- as opposed to attaching or embedding it -- reduces download time for users, and bandwidth costs for advertisers.
While rich media has its advantages -- such as making offers compelling with video, audio and interactivity -- there are limitations on the technologies behind it. Since RadicalMail uses HTML-based e-mail, it can't be viewed by all e-mail recipients. Also, because the technology streams content and video to the user, the capacity for viewing the messages is hampered if a recipient is offline.
Nevertheless, it's a big distribution win for Radical, whose offering will be integrated into DoubleClick's hosted e-mail platform.
As for DoubleClick, the move comes as only the latest effort by the Alley-based industry titan to broaden its e-mail capabilities. Last week saw the firm's completion of its acquisition of Toronto-based e-mail delivery and database management firm FloNetwork, for about $28.4 million.
The FloNetwork acquisition expanded DoubleClick's client base and its technology offerings: in addition to its in-house delivery platform, DARTmail, the company will offer e-mail marketing services through FloNetwork. In the future, DoubleClick said it would integrate the two platforms.
Now, following that back-end-oriented acquisition, Monday's partnership adds beefed-up content features to take advantage of DoubleClick's broadened platform offerings.
DoubleClick has long been considered something of a laggard in the e-mail space, and in keeping with recent moves, Monday's partnership brings the firm's expanding e-mail capabilities on par with smaller competitors in its field. Radical, for instance, has existing deals with DoubleClick competitors 24/7 Media and L90.
"More and more e-mail customers are looking to incorporate rich media technology into their e-mail marketing campaigns," said DoubleClick e-mail list services general manager Nancy Joyce. "Through this partnership, we are able to provide marketers with expanded e-mail functionality."