IAR Bits and Bytes

24/7 Real Media U.K. Wins New iTV Contract

Real Media Europe, a unit of 24/7 Real Media has closed a new ad serving deal with

NTL, the largest cable company in the United Kingdom and one of the major players in interactive TV.

As a result of the two-year deal, NTL will use 24/7 Real Media’s Open AdStream ad serving software on

its Digital TV platform, which includes interactive TV, electronic program guides, games and e-mail. The

service has about one million subscribers in the U.K.

“Open AdStream brings significant value to platform operators seeking to unify the advertising sales and

delivery processes across numerous interactive channels,” said John Piccone, director of technology sales

at Real Media Europe. “We look forward to working with NTL on innovative digital TV advertising projects.”

The move boosts 24/7’s client roster in the interactive TV arena. Currently, it serves Pace Micro

Technologies, a set-top box technology provider, in the U.K. as well.

Interep Lands Wireless, Big Brand Deals

Interep Interactive’s Winstar Interactive Media and Perfect Circle Media continue to add to their string

of ad representation wins.

The two units of New York-based Interep are expected to soon announce that they’ve

signed a deal to represent SMS text messaging inventory in the U.S., through a deal with Adversoft. Almost

100 million domestic mobile phone users can receive SMS, the companies said.

Winstar also will represent online travel site Expedia .

It also won representation duties for Sony Pictures Digital Entertainment sites, including Sony

Pictures, Soap City, video sharing site Screenblast, DawsonsCreek.com, and gaming site TheStation.com.

The news follows other recent wins. Earlier this month, Winstar agreed to represent the Nasdaq Stock

Market’s Nasdaq.com for national sales. In July, the company took on sales duties for DrPhil.com, the

companion Web site to the upcoming “Dr. Phil” syndicated TV series due to launch next month from Oprah

Winfrey’s Harpo Productions.

A month earlier, the company signed a deal to represent StreamCast Networks’ controversial peer-to-peer

application Morpheus and its MusicCity.com portal to national advertisers.

Eyeblaster, EyeWonder in Streaming Video Deal

A deal between Eyeblaster and EyeWonder will see streaming video integrated into new rich media ad


The agreement links New York-based Eyeblaster’s rich media ad formats and management ASP with

Atlanta-based EyeWonder’s Java-based streaming video format.

In addition to enabling agencies, advertisers and publishers to traffic streaming video as part of

Eyeblaster’s platform, the agreement also will see EyeWonder video ads being integrated into floating

“takeover” ads and interstitial formats.

“The Eyeblaster platform was designed to support emerging content formats, including streaming media,”

says Gal Trifon, CEO of Eyeblaster. “We’re pleased to add support for EyeWonder and to provide our agency

and publisher clients with an easier way to create and manage streaming video advertising through the

Eyeblaster platform.”

The EyeWonder video technology precludes the need for a standalone media player or plugin, and, unlike

cached video formats, the ads can begin playing immediately even to dialup users.

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