NBC Teams with DoubleClick Rich Media and Video's Innovation Lab to Launch Breakthrough Ad Executions for Fall TV Lineup

Business Wire, August 6, 2007

DoubleClick's Rich Media and Video Team and Innovation Lab Take NBC's Fall Online Campaigns to the Next Level Starting With the New "BIONIC WOMAN"

NEW YORK -- DoubleClick Inc., the premier provider of digital marketing technology and services, today announced that it is working with NBC on new cutting-edge online ad campaigns to support the promotion of NBC's upcoming fall line-up of programming. These new campaigns utilize the latest in creative online ad executions and represent an extension of the three-year relationship between DoubleClick and NBC.

DoubleClick Rich Media and Video's Innovation Lab, a brain trust within DoubleClick that brings groundbreaking video and rich media technologies to life, developed two new Rich Media innovations - Video Button and Alpha Channel Video - which were successfully implemented to promote several shows featured in NBC's spring line-up and will remain in focus for the upcoming fall line-ups.

"As a DoubleClick client, NBC is realizing the benefits of integrated campaign reporting while maintaining innovative collaborations with the DoubleClick team with which we're accustomed to working," said Kevin Holden, Senior Director, NBC Digital Advertising. "This continues to be a mutually beneficial relationship that has allowed us to deliver cutting-edge creative campaigns."

For the Fall Launch, which kicked off at the end of July and runs into October, Holden and team are once again exploring Alpha Channel Video capabilities as well as some other innovations such as Full Screen Video and Video Sweetspotting, both of which are being utilized for the current launch of the highly anticipated, re-imagined version of the "BIONIC WOMAN." The ad unit functions as a micro-site giving the audience an arsenal of interactive options to further engage in the pre-show excitement. With Video Sweetspotting, the audience has the ability to interact with and dynamically alter the actual video content through various "trigger points" that when clicked upon will deliver more detailed information about the show.

Retro-enthusiasts and casual observers alike can learn more about the pivotal car crash or about the secret organization behind Jaime Sommer's transformation. There's even information about the actors, including past TV credits for any TV buffs seeking to put a name to a face. With The Full-Screen Experience, the audience is invited to immerse themselves into full-screen mode for a true TV-like feeling, a natural fit for NBC's more theatrical, visually arresting programs; their online audience a mere click away from a broadband quality full screen rendering, truly bridging the gap between the broadcast and broadband experiences. There's even access to "Behind the Scenes" footage where the audience is granted a backstage pass to see 3-4 minute videos detailing the "Making of the Car Crash" and the "Making of the Stunts"--all of this in standard-sized ad units that offer unprecedented interactive and informative experiences.

"Over the past three years, DoubleClick and NBC have worked closely together to brainstorm, design and ultimately help build NBC's online creative executions," said Chris Young, Executive Vice President of Rich Media and Video at DoubleClick.

For last February's launch of NBC's "Black Donnellys," DoubleClick implemented its Video Button. When the audience engages with the ad, there is an instant video experience that leaps onto the page. The Video Button stands out from standard ad banners as it can be customized into unusual, nontraditional shapes. The "Black Donnellys" Video Button was presented in the shape of a four-leaf clover that expanded dramatically upon interaction and immediately played the show's trailer.

To promote the launch of "Grease," NBC employed DoubleClick's Alpha Channel Video. Utilizing the latest version of flash, video content appeared transparently over a website's content. NBC shot original video of two people dancing to "You're The One That I Want" for the campaign which was showcased on the site through the Alpha Channel Video technology. The Alpha Channel Video for "Grease" surpassed the standard movie trailer in both expansion and interaction rates.

So keep your eyes peeled over the next few months for bionic women and other technologically advanced experiences courtesy of NBC and DoubleClick Rich Media and Video!

About DoubleClick Inc.

DoubleClick is a provider of digital marketing technology and services. The world's top marketers, publishers and agencies utilize DoubleClick's expertise in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centers worldwide, the company employs more than 1,200 people and delivers billions of digital communications every day. Learn more at www.doubleclick.com.