Starcom IP Likes Rollover Units

Starcom IP will recommend PointRoll technology to its clients in exchange for cheaper rates on its ad formats under a new “preferred” vendor relationship. The deal should increase campaign efficiencies, the agency said, reducing the time and cost required to produce client work in those formats.

Lego, Kellogg’s and Nintendo are among the Starcom clients to use PointRoll’s rollover ads to date. The agency also has a preferred relationship with DoubleClick’s DART Motif rich media platform.

It’s the second relationship of its kind PointRoll has struck recently. In November, the company entered a similar deal with GSD&M Advertising.

“To strengthen our success, we need to strengthen relationships with publishers and advertisers,” said PointRoll VP of Marketing Mitch Rose. “In essence the ultimate goal is to help agencies. . . help advertisers deliver a better ad.”

PointRoll runs an analogous program on the publisher side. The company’s “included” network provides PointRoll’s FatBoy and other units at discount to a group of publishers that includes Yahoo and AOL. Last week, the company added four more: Bloomberg, Homestore, SI.com and Tickle.