IAR Bits and Bytes

Cingular Uses Web Site Goodies In “Spider-Man” Promo

Atlanta-based Cingular Wireless is launching a multi-channel marketing campaign in connection with its sponsorship of the upcoming Columbia Pictures film release, “Spider-Man.”

Cingular, which is a joint venture of BellSouth and SBC Communications , said it plans to launch a contest at Cingular.com/SpiderSweeps, with a grand prize of a custom Dodge Viper, for two winners. The mobile carrier also said it plans to offer exclusive ringtones, screensavers, alerts and trivia games for download on the site.

Thruport to Support EyeWonder

Thruport Technologies’ AdJuggler has become the latest ad server to support streaming video ad firm EyeWonder’s EYERIS technology.

EyeWonder’s Java-based EYERIS technology allows for high-quality video within online ads, regardless of user bandwidth.

As a result, clients of Alexandria, Va.-based Thruport’s hosted ad server could begin serving streaming video ads immediately, the firm said, adding that it is working with clients to implement the format.

“The pace and complexity of technological development stirs a lot of confusion in the online advertising community,” said Thruport Chief Technology Officer Dave Moser. “One of the biggest challenges facing [Thruport] right now isn’t developing or adopting new technologies, but working with clients to make sure they understand and make the most of these developments.”

The news comes during Thruport’s current promotional campaign, which is offering a flat $0.10 CPM price good with purchases of five million, six million and 10 million impressions.

WSJ.com Debuts New “Takeover” Format

Dow Jones’ Wall Street Journal Online unit on Tuesday released a new “takeover” ad format.

The format, dubbed Brand Launch Unit, is available only to “premier” WSJ.com advertisers — which it defines as clients that have made a “significant” annual commitment to the site. Pricing details were not disclosed.

From a 300×235 pixel rectangle along the side of the screen, the BLU expands to cover up the WSJ.com’s “Inside Today” and “Markets” areas in the upper-right corner of the home page. After several seconds, it again shrinks to its original size.

WSJ.com said the unit’s animation, as well as its large size and above-the-fold placement, help it deliver an effective message for advertisers.

Oracle Corp. is the first advertiser using the format.

The move comes as publishers continue seeking new ways to assist advertisers in capturing visitors’ attention without annoying consumers. In addition to the WSJ.com’s BLU, publishers ranging from the online unit of The New York Times Co. to male-oriented entertainment site UGO have launched new forms of animated, rich media ads in recent months.

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