• by Gavin O'Malley  @mp_gavin, June 24, 2009

PointRoll on Wednesday launched a collection of tools designed to help designers and developers create, develop and deliver rich media ads. Dubbed AdArchitect, the technology can be used to create ad units across PointRoll's rich media executions, including expandable, polite, and floating formats.

According to PointRoll CEO Jason Tafler, the new tools are specifically geared "for brands and agencies that require a more user-friendly and comprehensive tool that reduces the time needed to produce more engaging and interactive rich media campaigns."

AdArchitect works within a user's existing workflow as the API and components are enabled inside the Flash Authoring environment and the Creative Manager resides on the user's desktop via an Adobe AIR application.

The product suite was designed for a wide range of skill levels, as it includes components that minimize the need to code and a well-documented API for users with advanced ActionScript skills.

Appealing to advertisers' desire for new and innovative rich media technology, PointRoll has made an effort to bring a steady stream of new products to market.

Most recently, PointRoll teamed up with Tribune Media Services to launch a new online ad format designed to deliver TV programming information directly to Web users. Meanwhile, in April, parent company Gannett Co. formed of a digital media network, which ties together roughly 100 digital communities with a combined reach of some 25 million people, and which is leveraging in-house technologies from PointRoll.

What's more, late last year, PointRoll tapped video ad delivery platform Panache in an effort to better facilitate video campaigns with its existing publisher clients, as well as Panache's publisher clients. The broader strategy behind the deal is to accelerate the shift of ad dollars from TV to the Web. According to eMarketer, brands increased online video advertising spending by 55.9% in 2008.