DOUBLECLICK ENHANCES ON-LINE ADVERTISING
By Adnews Staff
DoubleClick Inc. of New York has enhanced its ad banners so advertisers can create more interactive ads. Until now, banners were confined to GIF animation, but now banners can use technology such as HTML/CGI, Java, Narrative's Enliven, First Virtual's VirtualTAGS, Progressive Networks Real Audio and Macromedia's Shockwave and Flash2. Two "beyond the banner" advertising solutions are also available: Interstitial ads, which deliver creative between site sections or pages, and pre- and post-click pop-up windows. In addition, DoubleClick has formed a sponsorship unit to create on-line marketing partnerships. DoubleClick centralizes planning, execution, control, tracking and reporting of on-line media campaigns.
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