Unicast Unveils Global Standards
Sep 23, 2002, 12:00 AM
If you assume that an average online campaign is bought across 10 websites, and involves 2-to-3 different formats, up until now, agencies and advertisers have been faced with the possibility of having to create 30 different executions and conduct an equal number of negotiations/scheduling calls. To remedy the situation, barely a month after introducing the Online Format Suite, a set of online ad formats designed to foster workable standards for the online medium, Unicast has released standard design and development specifications for creating and buying In Between-Page, Over-Page and In-Page units, quickly delivering on the promise made to agencies that they could ‘build one and buy it’ anywhere. The Online Format Suite was created to replicate the same standardization and structure that media buyers have in offline media in order to increase efficiency and advertiser confidence in the online medium, which will accelerate the rate of budget allocation and spending. Unicast says the release of these design and development standard specifications is a landmark development for the creation and placement of online advertising and streamlines what heretofore has been a confusing and ponderous process for agencies.