24/7 will promote rich media ad placement utilizing RealNetworks streaming
technology on the network of sites.
The alliance expands the selection of online properties and campaign reach for
advertisers placing rich media advertising, while providing the convenience of
a network buy, the companies said.
Jeff Lehman, vice president of Ad Sales for RealNetworks, said: “By adding
streaming media technology to advertising, advertisers create a much more
memorable and responsive message. With the formation of this alliance,
advertisers now have more places to run this type of creative.”
RealNetworks cited a one-year analysis of 52 different audio-enhanced banner
ads and 5 different streaming media campaigns that ran across the RealNetworks
RealSites portfolio, saying the average clickthrough rates for audio-enhanced
banners and streaming AV ads were 5% and 5.89% respectively, with some audio-
enhanced banners reaching daily highs of 30%. On average, this is five to six
times higher than the average response rate for banner ads, the company said.
24/7 Media will create a network channel of sites from its portfolio that
will accept rich media advertising in areas where content utilizes streaming
media technology. Additionally, 24/7 Media will sell streaming media ads that
run in the content of participating sites. RealNetworks will promote 24/7
Media’s rich media channel to its customers and advertising agency affiliates.
However, RealNetworks will continue to represent its own sites in the