Profile-based marketing company Engage Technologies Inc. and interstitial ad
company Unicast are teaming up to create profile
driven “Superstitial” rich media advertising.
The next generation of Superstitials is being designed to garner higher
click-throughs, ad recall, response rates and ROI, the companies said.
Based on Engage’s AudienceNet Web-wide profile driven
advertising network, and Unicast’s breakthrough non-banner, rich media ad
solution, the next generation Superstitial will be available to sites and
advertisers early next year.
“By combining our profiling capabilities with Unicast’s rich media
advertising abilities, together we will be able to deliver a stronger
advertising solution that will better enable clients to reach the right user
at the right time,” said Paul Schaut, president and chief executive officer of
Engage.
Superstitials can be any size on the screen and can be authored in virtually
any creative format.
Unicast said it pre-loads all such ads using its
patent-pending “polite” delivery
system that eliminates the latency and user disruption problems
frequently experienced with streaming online advertising solutions.
“Targeting Superstitials using Engage’s profiling system allows Web sites and
advertisers to tailor online campaigns that are truly relevant to the Web’s
very loyal user base,” said Unicast chairman & chief executive officer Richard V. Hopple.
“Our
mutual commitment to
protecting the user’s experience with polite delivery and ensured privacy
makes the next generation Superstitial offering a natural fit between our
companies.”
Engage maintains a database of 35 million anonymous user profiles.
Superstitials will be fully integrated into Engage’s AudienceNet, including
direct sales, delivery, reporting and billing.
Financial arrangements between
the companies were not disclosed.