• by Greg Masters , November 29, 2005

A new photo broadcasting network from Palo Alto, Calif.-based FilmLoop enables users to drag-and-drop photos into "loops," a string of images that scroll across computer screens. The loops can then be sent to friends, family, and, in the case of marketers, to a targeted audience.

Consumers may be drawn by the ability to share personal photos, but the broadcasting possibilities for advertisers may be even more significant. Karen Katz, executive vice president of the company, says that FilmLoop allows advertisers to target branding messages in an unobtrusive way to millions of PCs. Commercial loops can promote products, run movie trailers, and provide content from any source. Partnerships with World Pictures Network and with Photobucket.com, a photo-hosting site popular with bloggers, should also help grow its audience.

FilmLoop already has deals with Hewlett-Packard, Nestlé Purina, Hallmark's Picture People, 20th Century Fox, and TBS.