RealNetworks, 24/7 Media Form Rich Media Ad Network

Streaming media provider RealNetworks and 24/7 Media said they will team up to create an ad network of rich media-enabled content sites.

24/7 will promote rich media ad placement utilizing RealNetworks streaming technology on the network of sites.

The alliance expands the selection of online properties and campaign reach for advertisers placing rich media advertising, while providing the convenience of a network buy, the companies said.

Jeff Lehman, vice president of Ad Sales for RealNetworks, said: “By adding streaming media technology to advertising, advertisers create a much more memorable and responsive message. With the formation of this alliance, advertisers now have more places to run this type of creative.”

RealNetworks cited a one-year analysis of 52 different audio-enhanced banner ads and 5 different streaming media campaigns that ran across the RealNetworks RealSites portfolio, saying the average clickthrough rates for audio-enhanced banners and streaming AV ads were 5% and 5.89% respectively, with some audio- enhanced banners reaching daily highs of 30%. On average, this is five to six times higher than the average response rate for banner ads, the company said.

24/7 Media will create a network channel of sites from its portfolio that will accept rich media advertising in areas where content utilizes streaming media technology. Additionally, 24/7 Media will sell streaming media ads that run in the content of participating sites. RealNetworks will promote 24/7 Media’s rich media channel to its customers and advertising agency affiliates.

However, RealNetworks will continue to represent its own sites in the RealSites Portfolio.