Narrative Communications Corp. joined with
Internet advertisers the CareerBuilder Network, Procter & Gamble and SunTrust
Banks to introduce Enliven 3.0, a rich media-enabled update to its Web
The new version “substantially broadens the creative palette for advertisers
by overcoming banner size and content limitations associated with existing ad
models,” the company said.
Procter & Gamble already has begun using the technology, in a Blue Marble
campaign called “Procter & Gamble Always” that uses Enliven 3.0 as the message
delivery vehicle. It can be viewed at the Narrative ad gallery.
Enliven 3.0 capabilities include:
- Enliven Expand–a patent-pending technology that enables users to expand
the size of an ad on a Web page with an ad click or mouse hover, allowing
enhanced advertising messages, simplified direct response forms and one-stop
online transactions within an ad.
- Enliven Audio and Enliven Video–they incorporate RealNetworks streaming
media integration for audio and video within Web ads, allowing the repurposing
of television and radio creative.
- Enhanced Reporting–adds additional flexibility, including secure online
access to customizable reports that are updated on a daily basis.
- Usability and Network Enhancements— includes faster ad load times
through persistent client caching, the ability to display a GIF image in
advance of an ad stream, and true load balancing and fault tolerance within
the Enliven Network system.
“Enliven 3.0 delivers everything advertisers need to cost-effectively gain the
attention of Web consumers,” said Hilmi Ozguc, CEO of Waltham, MA-based
Narrative. “The result is more successful advertising campaigns that truly
leverage the one-to-one nature of the Web to drive sales and generate customer
More than 40 advertising agencies use Enliven. Pricing details for use of the
new version were not disclosed.
Companies announcing immediate support for the new version include AdForce,
AdKnowledge, DoubleClick, MatchLogic, NetGravity and Engage Technologies.