Eyeblaster Tries Total Ad Management

  |  July 20, 2005   |  Comments

The original floating ad firm becomes the latest to offer all-around ad management solutions.

Eyeblaster will soon join the ranks of firms offering support for both rich media and traditional ad serving and reporting.

An upcoming ad management offering, called AdVision, will attempt to unify all digital marketing for Eyeblaster clients. Specifically, the company's product -- scheduled for October release -- will support creation, placement, serving and reporting on ads in both rich and non-rich formats.

"Digital advertising is growing up and reaching out, so the AdVision platform will enable agency professionals to better serve their clients, from the development of the creative brief to reporting on results, with newly designed tools to plan, create, serve, measure, and optimize interactive campaigns," said Gal Trifon, Eyeblaster's President and CEO, in a statement.

Separately, Eyeblaster execs said support for ad placements in mobile and gaming environments should be ready by September. For now, the mobile piece does not exist and gaming capabilities are limited to interstitial placements on gaming Web sites, which is not substantively different from any other interactive ad insertion.

The AdVision platform is part of a gradual mainstreaming of rich media formats that has been underway for several years. Whereas at one time the purveyors of rich media units specialized in a single type of ad -- such as a rollover, video ad, floating ad or interstitial -- these companies have now become generalists, offering a wide range of rich ad types under one roof.

Likewise, several traditional ad management firms have already branched into rich media ad management. The platform comes several months after aQuantive's Atlas ad management unit introduced support for rich media campaigns, and two years after DoubleClick brought out its Motif product.

Yet Eyeblaster, the original floating ad company, is the first to come to general ad management from the point of view of the rich media specialist -- with the arguable exception of CheckM8, a rich media cum sell-side ad management player.

Eyeblaster executives have said the company is preparing several other initiatives for the coming months that will help it create additional revenue streams. Trifon said the offering is at least partly intended for advertisers that use rich media for the majority of their online campaigns, and that would like to consolidate their non-rich banner campaigns with the firm. Whether non-Eyeblaster clients will switch to AdVision from their current ad serving providers remains to be seen.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs