Potlatch, WA-based start-up Captivate Inc. introduced a new
rich-media tool called Interactive Marketing Applications (IMAs) for the
Internet advertising market.
Captivate said IMAs are interactive, stand-alone applications that are
distributed and viewed as e-mail attachments. IMAs have small file sizes and
do not require third-party software to be viewed, the company said.
The company already has created an interactive sumo game for The U Zone, a college portal, to promote
campus events and drive viewers to the Web site. “This is a hot concept,”
said Matt Ogden, co-CEO of The U Zone. “With animation, sound, and video
capabilities, Captivate offers the creative versatility to use IMAs as
branding or direct response tools.”
Captivate’s tracking capability monitors and reports the number of IMA
interactions, click-throughs and length of interactivity. The tracking
ability allows Captivate to use a pricing structure that assesses fees on a
per-interaction and per-click basis.
“Our approach to marketing is an evolution from banner ads and bulk e-mail,”
said Clint Schmidt, co-CEO of Captivate. “We couldn’t wait to bring this
product to market, adding a compelling new tool to the arsenal of today’s Web