• by Masha Geller , June 18, 2001

Don't know about you, but I still remember writing a few columns last year on the topic of interstitials vs. Superstitials. I also remember making sure to point out that very few sites accepted either format so advertisers wouldn't waste their time planning campaigns not every site would be able to run. Soon after things got really complicated.

I don't mean to reminisce. I'm simply happy to point out that amidst the gloom, things are getting better in the online ad industry in terms of the variety of certain ad formats being readily available to advertisers.

Unicast announced today that the Superstitial has the potential to reach 75.9% of all active at-home users and 87.1% of all active at-work users in the U.S. These percentages represent a 21% increase for at-home penetration and a 10% increase for at-work penetration since the last measurement of the Superstitial's reach in October 2000.

Based on data from Nielsen//NetRatings for the month of May 2001, these percentages represent the unduplicated reach of the top 46 Superstitial-Certified websites and networks. Superstitial-Certified designations are given to those website and network partners of Unicast's that accept and sell the Superstitial format as a standard rate card item according to Unicast's specifications.

Properties added to Unicast's Superstitial-Certified partner roster since October 2000 and included in the May 2001 unduplicated reach calculation include heavy hitters like ABCNews.com, AltaVista, AmericanGreetings.com, the eUniverse Network, iWon, Egreetings.com, AccuWeather.com, Weather.com, the Excite@Home Network, FoxSports.com, iVillage, Lycos.com, Women.com, Marketwatch.com, Phase2Media, RollingStone.com, RealNetworks, Road Runner, and Snowball.com.

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