• by Shankar Gupta , August 1, 2005

EyeWonder is expected today to launch a new technology platform, dubbed AdWonder, which can support two new formats of rich media ads--Interactive banner ads and user-initiated video ads--and unify tracking and reporting for any video or non-video ads into a real-time, Web-accessible system.

The platform is expected to go live for all EyeWonder clients today. A few marketers in the telecommunications, financial services, and restaurant and hospitality sectors have been beta testing the program for the last two months.

"We've made our bones for the last five-and-a-half years with video--instant play for the most part," said EyeWonder Director of Marketing Jason Scheidt. "This platform now allows us to offer our advertising clients the ability to create and publish non-video, user-initiated expandable, or interactive banner ads."

Scheidt said the tracking system offered by AdWonder can monitor the progress of video and non-video ads, using metrics including video interactions, rich media interactions, impressions by date and hour, and click-through rates. AdWonder can also include customized tracking tags for any other specific campaign features.