Execs & Accounts for May 19, 2004

Brooklyn agency Deep Focus launched an ad campaign and Web site for upcoming MGM film “Soul Plane,” starring Snoop Dogg, which hits theaters May 28.

The campaign, which launched this week, uses a new online video ad unit from KlipMart. Dubbed “The Full Screen Experience,” KlipMart’s format originates in a standard placement, and includes a button that lets users expand an ad to fill the screen. For the Soul Plane campaign, Deep Focus embedded video directly within standard in-page ad units. A “Click for Full Screen” button lets consumers explode the video to cover their screens.

“By showcasing our creative with the Full-Screen Experience we are finally bridging the gap and reaching a movie-going audience in the most impactful way,” said Amy Ishii, VP of new media marketing at MGM.

KlipMart’s video unit is the latest in a series of video ad formats to hit the market, and more are in the works.

Cleveland, Ohio-based interactive agency Optiem promoted its VP of account strategy to president. Jeffrey Rohrs had been in his position for three years, and is a frequent speaker at interactive marketing conferences.

Home Shopping Network, eDealer Tools, and Classmates.com have signed up with Pulse 3D to use its popular digital talking heads product, also known as Veepers. Pulse has enabled Veepers with new rich interactive features, such as a “scene-swapping” and “face masking” capabilities.

New York integrated agency EarthQuake Media hired Sean Simon as senior VP of new business development. Simon held executive sales posts with Yahoo and Broadcast.com. He also served as a media planner with Anderson & Lembke.

“He completely gets what we are doing in terms of developing integrated marketing solutions for clients, which makes him an ideal fit for our team,” said Earthquake Chairman and CEO Robert Davidman.

Reuters tapped Revenue Science to provide behavioral targeting services for corporate advertisers on Reuters.com, which the news service is in the process of renovating.

In addition to behavioral targeting, changes to Reuters online strategy include new relationships with publishers that will send Internet users to the Reuters site, rather than publishing articles in their entirety on Internet news properties.

ePrize recently built a promotion for The History Channel, a new customer. Gem promotions managed the campaign, which raised awareness of the channel’s “Breaking Vegas” show. “The History Channel Breaking Vegas Challenge” ran through May 16.

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