Eyeblaster Launches 'VideoClip Module' for In-Stream Advertising; Rich Media Leader Extends Video Capabilities In All Rich Media Formats

Business Wire, June 7, 2004

Business Editors/High-Tech Writers

NEW YORK--(BUSINESS WIRE)--June 7, 2004

Eyeblaster, the leader in rich media advertising content and delivery, today introduced the Eyeblaster VideoClip Module, an in-stream advertising and content management solution enabling web publishers and advertisers to seamlessly create and serve video-based advertisements into video content streams. In addition to the new format, Eyeblaster is extending the capabilities of their seven video-enabled formats by raising the file size capacity to 2.2MB of video and Flash interactivity.

The Eyeblaster VideoClip Module provides publishers with a simple platform and workflow to manage and serve video content and ads in either Flash or Windows Media format, creating valuable new inventory that reaches the Internet's most lucrative demographics. For advertisers, the VideoClip Module combines the power of high-quality video and Flash based interactivity to develop the most creative rich media advertising on the Web.

"We believe that the future of video based online advertising is tied directly to video based online content," noted Gal Trifon, CEO, Eyeblaster. "Serving video advertising contextually -- within user initiated video content -- creates a better balance between effective advertising and a positive user experience."

Joining Eyeblaster's VideoClip Beta program are leading publishers including About.com, WWE.com, IFILM.com, and CondeNet's Style.com.

"About.Com is committed to rapidly growing our video content and creating video advertising opportunities for marketers," said Peter Horan, About's CEO. "Partnering with industry leaders such as Eyeblaster is central to our success."

According to AccuStream iMedia Research, the total number of video streams served and viewed in 2003 rose 104% and is expected to reach 10 million total streams in 2004. 78% of the total streams were accessed by broadband users, who are twice as likely to have spent $2,500 or more online in the past year (Scarborough Research).

"With the Eyeblaster VideoClip Module solution, we will be able to monetize the 7-9 million streams we serve each month as premium ad inventory," said David Cohn, Director, Integrated Advertising Sales at World Wrestling Entertainment(TM). "VideoClip gives us the ability to easily deliver more WWE(TM) video content to our fans while providing our advertisers with an unparalleled cross-media advertising opportunity."

Bringing Television Ads Online

Leveraging video assets from television commercials elevates the consistency of a brand's marketing efforts and facilitates cross-media campaigns with a unified look and brand messaging. The VideoClip Module provides the opportunity to include interactivity within the video ads, such as clickable Flash animations, data capture, dynamic email and file transfers, to deliver a unique combination of branding and direct response benefits to advertisers.

"With the Eyeblaster VideoClip as our streaming video solution, we are able to deliver more video content creating a more exciting, more dynamic website without having to charge our users for premium subscription services," said CondeNet's Tom Loretan, Executive Director of Creative Services. "Eyeblaster has provided us with an easy and effective way to monetize our content while providing our advertisers a unique advertising opportunity."

As people adapt their media consumption habits in the broadband era, the Eyeblaster VideoClip Module enables advertisers to reach the most highly sought after demographics who are migrating away from television and onto the Internet. According to the Online Publishers Association, almost 40% (39%) of people 18-34 have watched movie clips or trailers online and over 32% have watched music videos.

"As technology advances, consumers are seeking out more video content through multiple applications," cites Mike Bologna, Manager, iTV/Emerging Media Platforms at The Digital Edge. "The Eyeblaster VideoClip offers advertisers a robust product with multiple interactive and creative capabilities to reach them through user initiated content. If a viewer wants to extend their interaction with a brand, creative marketers can deliver a richer, more compelling experience."

In support of the product's launch, Eyeblaster will be conducting research into the VideoClip's effectiveness as well as the audience's attitudes and reactions toward in stream rich media advertising.

Technology

In addition to its unique ad presentation, the Eyeblaster VideoClip Module is fully integrated with the company's Rich Media Platform, combining its ad management, tracking, and comprehensive reporting tools including impressions, click throughs, play duration, fully customizable interactions, reach and frequency, post-click and post-impression activity and brand effectiveness.

The VideoClip Module offers up to 8MB of high quality (300 KBPS) streaming video content on any page, which can be converted to real advertising inventory with up to three VideoClip Ads of up to 1MB each. Using Eyeblaster's SmartStream technology, advertisers and publishers alike are ensured smoother, faster delivery of high quality video content and advertising with minimal delays and bit-perfect playback with no dropped frames.