aQuantive Developing Rich Media Tool

  |  April 26, 2004   |  Comments

CEO Brian McAndrews reveals aQuantive's plans to build a rich media tool to compete with DoubleClick's.

aQuantive is preparing a rich media tool that will go head-to-head with DoubleClick's Motif product, CEO Brian McAndrews told an audience at the Avenue A Publisher Summit earlier this month.

"We.... feel we need our own solution, given that our main competitor, DoubleClick, came out with one," said McAndrews in his address at the event.

An integrated rich media management tool would further bolster aQuantive's online marketing offerings. In addition to ad technology unit Atlas DMT, the company owns interactive agencies Avenue A and i-frontier, and in December acquired SEM firm GoToast. The new tool would likely get an early leg up in the market if aQuantive's agency units use it to deploy rich media campaigns for their clients.

The implications for third party vendors of rich media are uncertain. The appearance of Motif last year was widely thought to pose a threat to these companies, since it enabled the creation and tracking of rich campaigns alongside traditional campaigns. But challenging the likes of Eyeblaster, Unicast and PointRoll may not be aQuantive's intention. Prior to his remarks, McAndrews indicated the company would work closely with third party vendors to ease delivery and reporting of online campaigns.

"We have hopes to make working with existing rich media suppliers easier," he said.

After the conference, McAndrews and an aQuantive spokesperson said the company had no further comment on the upcoming product, describing it as "still in the developmental stages."

When it launches, aQuantive's rich media product will be the first answer to emerge from DoubleClick's field of competitors since Motif launched last year. That product's market success to date is up for debate. Motif has been embraced by 40 online publishers, but it hasn't been the category-killer some had expected.

While the major ad servers have yet to launch their own rich media tools, at least one rich media services company is moving in the other direction and trying to break into ad serving. Checkm8 is now trying to move in on the top ad servers' market share with a new platform, dubbed AdVantage, that comes packaged with rich media creation tools.

Rich media vendors, meanwhile, are looking for ways to ease ad creation and deployment for their agency and advertisers clients. Eyeblaster recently launched a publisher spec database to simplify the job of deploying rich media ads on its platform.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs