Seattle-based streaming media company RealNetworks said it has created the Real
Agencies Affiliates Program, an ad agency resource program.
The new program is designed to facilitate and promote the use of streaming
audio, video and animation technology in online advertising.
Initial Affiliates members include OgilvyOne, BBDO, Razorfish, Modem Media,
CKS SiteSpecific, Leftfield LLC, Ketchum Interactive, US Interactive, Organic
Online, Ikonic, and Messner, Vetere, Berger, McNamee, Schmetterer/Euro RSCG.
The initial group of charter advertising agencies will have access to the
latest RealNetworks’ tools and technology in order to develop more compelling
rich media advertising, the company said.
Participants will have access to product training, pre-release software,
software developer kits, technical support, and discounts on RealNetworks’
advertising, products, and services. In addition, creative that is
developed by the affiliates utilizing RealNetworks technology will be
showcased on the
real.com Web site.
“The RealNetworks Affiliates program is empowering new media agencies to
create rich compelling advertisements that go way beyond banners,” said Seth
Goldstein, president and CEO, CKS SiteSpecific. “When an advertiser is able
to add in sound and video to interactive communications, they are suddenly
able to communicate the emotional equities of a brand while generating a
measurable response from the medium.”
RealNetworks currently maintains six RealAudio and RealVideo-enabled Web
sites that are marketed as the RealSites portfolio. For the past year and a
half, RealNetworks has been running regular banner as well as RealAudio and
RealVideo-enhanced advertisements on these sites. RealAudio-enhanced daily
click rates on the RealSites portfolio have run as high as 25.83%, and
RealVideo advertisement daily click rates have run as high as 19%, the
Agencies interested in more information on the Real Agencies Affiliates
Program should contact Lynn Ford,
creative services director for RealNetworks.
The RealSites portfolio consists of real.com; Timecast.com, the RealMedia
guide to audio and video on the Web; LiveConcerts.com, a place
to go for live and recorded music on the Web; DailyBriefing.com, an
on-demand personalized audio and video news clip service, now with over 50
content sources; Film.com, a site for
movie fans; and MusicNet.com, a site for
music enthusiasts featuring hundreds of sample audio clips from all types of