Atlas Launches Rich Media Tool
Atlas Director of Product Marketing Jos Stella said the company anticipates that clients will prefer rich media tools that are built into an ad server, as opposed to working with third-party rich media firms.
The application, available to clients since mid-March, is based on Ad4ever's established floating ad player, TopLayer. Atlas bought the small rich media company Ad4ever in May of last year.
Rival DoubleClick built its own rich media tool, DART Motif, and is expected to launch a new and simplified version of the tool by the second quarter of 2005.
The Atlas tool allows ad agencies and marketers to choose from a range of Flash-based formats. Atlas offers ads that expand over part of the page to reveal a larger, interactive layer of the creative; floating ads that hover over publishers' content; custom ads, which are floating ads with an additional take-over, corner, or other non-standard ad types; and streaming video ads.
Atlas clients including Crispin Porter + Bogusky, Doner, Kadium, and Real Branding, already use the rich media product, according to a company spokesman. Atlas Rich Media is accepted on more than 250 publisher sites, including MarketWatch.com, E! Online, NYTimes.com, USAToday.com, and WashingtonPost.com the spokesman said.