Unicast Intros Full-Screen
"I think there's still room for a larger canvas," said Allie Savarino, Senior Vice President. "What we've introduced is a new product that runs on a full screen for 15 seconds with a 300k file size, and that's the biggest canvas anyone has online. However, I think as advertisers become more comfortable they will demand even more flexibility. In time I think we will provide more length and file size."
Unicast said a response to advertiser demand for "more effective online ad formats" that offer the same creative flexibility enjoyed by offline media, drove the introduction of the newest addition to its online format suite, the Full Screen Superstitial. Savarino said an in-house survey showed that advertisers would be willing to give more budget percentage to a full-screen unit.
The new unit's introduction was accompanied by a research report from Dynamic Logic, which shows that larger sized Superstitials drove key advertising metrics well above "normal" levels. Focusing on Unilever's Snuggle brand, the study found that purchase intent for the product outperformed the market norm for packaged goods by 32 to seven percent. Brand favorability outperformed normal levels by 46 to six percent.
"Even when advertisers are seeing wonderful results from their online advertising, they're still holding back from getting into ten percent of their budget," said Savarino. "We think these numbers will get them to reconsider. Purchase intent and brand favorability are the hardest numbers to move."
Savarino said Unicast is now focused on presenting its new product to "tons of CPG companies" as well as key players in the pharmaceutical and financial categories.
Recent Online Media Daily Articles
-
New Stanford Initiative Helps Browser Developers Refine Cookie-Blocking June 19, 7:35 p.m.
Privacy advocates at Stanford on Tuesday unveiled a new initiative that could pave the way for ... -
Facebook Aims To Simplify Page Analytics June 19, 5:52 p.m.
In its latest step to simplify advertising and marketing on Facebook, the company on Wednesday announced ... -
Powley Tapped As iCrossing CEO June 19, 5:32 p.m.
Catching agency watchers off guard, Don Scales is stepping down as CEO of iCrossing, effective immediately.Stepping ... -
Twitter Gets Social With Viacom June 19, 5:21 p.m.
Twitter took another step Wednesday toward supporting television. The social-media company signed a partnership with Viacom ... -
Digital, Alternative Media Revs Forecast To Hit $436B By 2017 June 19, 3:01 p.m.
Various types of mobile marketing and advertising accounted for nine of the top 10 fastest-growing digital ... -
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ...
Be the first to comment on "Unicast Intros Full-Screen"
Leave a Comment