RealNetworks Establishes Affiliates Program

Seattle-based streaming media company RealNetworks said it has created the Real Agencies Affiliates Program, an ad agency resource program.

The new program is designed to facilitate and promote the use of streaming audio, video and animation technology in online advertising.

Initial Affiliates members include OgilvyOne, BBDO, Razorfish, Modem Media, CKS SiteSpecific, Leftfield LLC, Ketchum Interactive, US Interactive, Organic Online, Ikonic, and Messner, Vetere, Berger, McNamee, Schmetterer/Euro RSCG.

The initial group of charter advertising agencies will have access to the latest RealNetworks’ tools and technology in order to develop more compelling rich media advertising, the company said.

Participants will have access to product training, pre-release software, software developer kits, technical support, and discounts on RealNetworks’ advertising, products, and services. In addition, creative that is developed by the affiliates utilizing RealNetworks technology will be showcased on the real.com Web site.

“The RealNetworks Affiliates program is empowering new media agencies to create rich compelling advertisements that go way beyond banners,” said Seth Goldstein, president and CEO, CKS SiteSpecific. “When an advertiser is able to add in sound and video to interactive communications, they are suddenly able to communicate the emotional equities of a brand while generating a measurable response from the medium.”

RealNetworks currently maintains six RealAudio and RealVideo-enabled Web sites that are marketed as the RealSites portfolio. For the past year and a half, RealNetworks has been running regular banner as well as RealAudio and RealVideo-enhanced advertisements on these sites. RealAudio-enhanced daily click rates on the RealSites portfolio have run as high as 25.83%, and RealVideo advertisement daily click rates have run as high as 19%, the company said.

Agencies interested in more information on the Real Agencies Affiliates Program should contact Lynn Ford, creative services director for RealNetworks.

The RealSites portfolio consists of real.com; Timecast.com, the RealMedia guide to audio and video on the Web; LiveConcerts.com, a place to go for live and recorded music on the Web; DailyBriefing.com, an on-demand personalized audio and video news clip service, now with over 50 content sources; Film.com, a site for movie fans; and MusicNet.com, a site for music enthusiasts featuring hundreds of sample audio clips from all types of music genres.