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).
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.