• October 24, 2000

SUPERSTITIALs have taken the world by storm. Almost literally. Yesterday, DoubleClick Inc. announced the international delivery of this ad format for clients including British Airways, Nokia, Citibank, and Advance Bank. Considering that DoubleClick also offers the SUPERSTITIAL in Canada and across more than 50 DoubleClick Network and Select Sites in the US, this is quite an expansion.

Internationally, the SUPERSTITIAL format has expanded across the UK, France and Germany. British Airways has run multiple SUPERSTITIAL campaigns in the UK across DoubleClick Network sites including Freeserve, Financial Times Your Money, Independent, and AltaVista.uk to showcase the world's first fully flat bed for business class and allow users to learn more about British Airways' unique `lounge in the sky' features. In France, Nokia is currently running a SUPERSTITIAL campaign on AltaVista.fr and Football365.fr while Citibank and Advance Bank are using SUPERSTITIAL advertising in Germany across sites such as Fianztreff, and ZDF.MSNBC.de. In addition, a Canadian company, PMC Sierra, will be running a recruitment-focused SUPERSTITIAL campaign on the Shift Online website.

Unicast, which developed the SUPERSTITIAL ad format, calls it "Internet's Commercial," because the SUPERSTITIAL enables advertisers to combine the proven persuasiveness of sound, rich graphics and emotion, with the interactivity of the Internet to create integrated, powerful online advertising.

DoubleClick manages all sales and delivery of SUPERSTITIAL campaigns within the DoubleClick Network. All sites in the DoubleClick Network use the DART (Dynamic Advertising Reporting and Targeting) ad serving technology, which provides sites and advertisers with extensive feedback on the performance of their ads.