Narrative Communications Corp. joined with Internet advertisers the CareerBuilder Network, Procter & Gamble and SunTrust Banks to introduce Enliven 3.0, a rich media-enabled update to its Web advertising solution.
The new version “substantially broadens the creative palette for advertisers by overcoming banner size and content limitations associated with existing ad models,” the company said.
Procter & Gamble already has begun using the technology, in a Blue Marble campaign called “Procter & Gamble Always” that uses Enliven 3.0 as the message delivery vehicle. It can be viewed at the Narrative ad gallery.
Enliven 3.0 capabilities include:
- Enliven Expand–a patent-pending technology that enables users to expand the size of an ad on a Web page with an ad click or mouse hover, allowing enhanced advertising messages, simplified direct response forms and one-stop online transactions within an ad.
- Enliven Audio and Enliven Video–they incorporate RealNetworks streaming media integration for audio and video within Web ads, allowing the repurposing of television and radio creative.
- Enhanced Reporting–adds additional flexibility, including secure online access to customizable reports that are updated on a daily basis.
- Usability and Network Enhancements— includes faster ad load times through persistent client caching, the ability to display a GIF image in advance of an ad stream, and true load balancing and fault tolerance within the Enliven Network system.
“Enliven 3.0 delivers everything advertisers need to cost-effectively gain the attention of Web consumers,” said Hilmi Ozguc, CEO of Waltham, MA-based Narrative. “The result is more successful advertising campaigns that truly leverage the one-to-one nature of the Web to drive sales and generate customer loyalty.”
More than 40 advertising agencies use Enliven. Pricing details for use of the new version were not disclosed.
Companies announcing immediate support for the new version include AdForce, AdKnowledge, DoubleClick, MatchLogic, NetGravity and Engage Technologies.
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