Eyewonder Bows Between-Page Unit

A new online video ad format from Eyewonder appeared in an Intel campaign this week on major financial sites.

The “VideoStitial,” a between-page streaming unit, made its debut in placements on BusinessWeek Online and Forbes.com. The creative was developed by marketing agency Euro RSCG 4D.

The VideoStitial marks the company’s first stab at between-page advertising, an approach historically dominated by Unicast’s Superstitial and, more recently, its Video Commercial units.

“Our stuff has always been in page or in traditional pop-ups until now,” said Eyewonder’s Mike Griffin, executive VP of business development. Griffin said the unit can also act as a “Prestitial,” or introductory ad, which plays when a visitor first arrives at a Web site.

The VideoStitial’s between-page capabilities are provided through a partnership with FPBA Group, whose CommFlash technology enables the insertion of full-screen rich media ads before a site visitor is permitted to see requested content. Eyewonder will additionally benefit from FPBA’s network of approximately 250 sites that can immediately accept the units.

“It makes repurposing TV spots online very easy, and it also gives advertisers the opportunity to incorporate additional interactive features like data capture,” said Howard Manus, VP of operations for BusinessWeek Online.