IAR Bits and Bytes

Sony Pictures Taps Klipmart for “Black Hawk Down”

An ad campaign by rich media ad firm Klipmart will promote the national release of Sony Pictures’ “Black Hawk Down.”

The ads feature shortened, streaming video versions of the theatrical trailer, which begin playing immediately on loading. The spots will appear on a host of newspapers’ sites including NYPost.com, ChicagoTimes.com the San Francisco Chronicle’s SFGate.com. The E! Network’s eonline.com also will run the spots.

The campaign will likely run throughout the month, in conjunction with the film’s nationwide release on Jan. 18. (The movie is already playing in theaters in New York and Los Angeles.)

Alley-based Klipmart said its previous campaigns for other advertisers garnered a fair amount of interest, with click-through rates averaging around 1.5 percent — more than double the industry standard.

Vendaria, Belo Conclude Tests

Streaming video ad firm Vendaria said it’s proven that rich media ads produce results far exceeding standard banner creatives.

The Seattle-based firm’s Vbanner format, which it tested in a campaign on media giant Belo Corp.’s KING5.com site, saw click-through rates topping 1.6 times those of a control group, which received static banners.

Vendaria did not disclose the participating advertiser, though it did say the results added to the growing body of evidence supporting rich media ads’ effectiveness.

“Vendaria created Vbanners with the intention of providing consumers with dial-up connections an improved online advertising experience,” said Vendario chief exective Scott Ferris. “Video is a pervasive medium that has been repeatedly tested and continually accepted by consumers. The natural next step is to transfer its worth to the Internet.”

StartSampling.com, Sports & Entertainment Direct Strike Partnership

Web marketing player StartSampling.com will be working with Sports & Entertainment Direct in an effort to bring the Atlanta-based offline sampling firm’s campaigns online — and vice versa.

Through a new alliance, the two companies will work together to promote consumer packaged goods manufacturers’ products.

Together, the firms say they can offer an integrated package of online and offline marketing services centered around product samples. Initially, the effort will build on Sports & Entertainment Direct’s established presence at major draws like NASCAR races, College Bowl games, and tailgating events.

Meanwhile, StartSampling will add interactive components to Sports & Entertainment Direct’s cooperative marketing premiums — dubbed “FanBags.” Recipients are instructed to log onto StartSampling.com, which offers samples and discounts to consumers that register via its Web site, and which through the alliance will conduct research surveys for FanBags clients.

Ideally, the arrangement will help Sports & Entertainment Direct’s offline clients, which include MBNA, Nabisco and General Mills, better gauge consumer response via the online surveys.

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