Unicast Ad Format Nabs Top Ad Firms

Rich media service provider Unicast Tuesday announced that its latest rich medai advertising tool has the support of the top ad companies on the Net.

Unciast will integrate its Superstitial ad tool into Flycast Communications, DoubleClick, Inc. (DCLK), Adsmart and NetGravity, Inc. (NETG) ad networks. Financial terms of the deals were not disclosed.

Superstitials are non-banner rich media ads that can be any size on the screen and can be authored in most any creative format. Pre-loaded using a patent-pending “polite” delivery system that eliminates the latency problems often experienced with streaming online advertising solutions, Superstitials only play on a user-initiated break in surfing, such as a mouse click, the company said. Furthermore, Superstitials never play until fully loaded, ensuring that every user gets a consistent and complete brand message and that each advertiser pays only for guaranteed impressions.

In concert with Superstitials, the networks and ad management solutions will be able to manage sales, targeting, scheduling, impression counting, interactivity reporting and billing surrounding Superstitial campaigns for their Web site and advertiser clients.

“Supporting Superstitials within our network of brand sites will allow us to deliver an even stronger Internet advertising service for both parties,” said John Federman, chairman and CEO of Adsmart.