NetShelter Rolls Out Rich Media Service

Aiming to compete with rich media firms like PointRoll and Eyeblaster, NetShelter will start offering free rich media as an add-on when marketers purchase ad inventory on NetShelter's network of technology-oriented Web sites.

Peyman Nilforoush, co-CEO of NetShelter, said the company will offer rich media across a variety of formats.

Vivian Herron, a media planner with Carat Fusion, said that her agency will consider using the technology. She added that free rich media might provide a major draw to clients who have been turned off by budget issues in the past. "I think that it's a very interesting offer," she said. "I've done campaigns where we've only done rich media, and a very large percentage goes to fees."

With the new offering, NetShelter is attempting to gain entry into a market dominated by a handful of rich media firms. A recent report by Nielsen//NetRatings AdRelevance revealed that PointRoll currently accounts for about 60 percent of rich media impressions. Eyeblaster was the second-largest, with about 15 percent of impressions, followed by Klipmart (11 percent), DART Motif (7 percent), and EyeWonder (5 percent).

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NetShelter's technology site network first launched in May with publications including Ars Technica, Geek.com and PhoneScoop.com. The network is currently running beta test campaigns with Hewlett-Packard and AMD.

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