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Online Advertising Articles
(June 2001)

24/7 Media Launches Superstitial Network

NEW YORK--(BUSINESS WIRE)--June 19, 2001--24/7 Media Inc. (Nasdaq:TFSM), a global leader in multi-platform interactive marketing, today announced the launch of the 24/7 Media Superstitial Network, a group of more than 40 high-traffic sites throughout the United States and Canada certified to receive online advertising in the form of a Unicast Superstitial.

Currently, these sites, which include such branded names as AT&T, Women's Forum and Real Cities-Knight Ridder, generate nearly one billion impressions per month and represent 32 percent of all impressions on the 24/7 Media Network.

Developed by Unicast in 1999 and known by advertisers as the 'Internet's commercial,' the Superstitial enables advertising agencies and advertisers to combine the proven, emotional persuasiveness of sound with rich graphics and Internet interactivity for dynamic, integrated online advertising campaigns. Superstitials have demonstrated higher response rates and increased brand awareness over traditional banner advertising, due to higher degrees of control over the message experience and more compelling interaction with a particular brand or product campaign.

According to the 'Study of Superstitial Effectiveness' by Millward Brown Interactive (MBI), the Superstitial is twice as effective as banner ads and nearly 25 percent more effective at creating awareness than streaming interstitials. In addition, the study also reported that nearly one in four people who viewed the Superstitial reported being more likely to follow through with a call to action and make a brand purchase based on the advertisement they viewed.

Since partnering with Unicast in August 2000, 24/7 Media has run numerous Superstitial campaigns among selected sites on the 24/7 Network. "On average, the Superstitial campaigns generate a 200 percent higher response rate for advertisers,'' said Will Tifft, vice president and general manager, 24/7 Network. ``As a result, 24/7 Media has created a stand-alone network of consumer destination sites to attract Unicast's more traditional advertisers and also make the buying process simpler and quicker."

To further benefit online marketers and to provide a new channel of advertising, 24/7 Media is launching an aggressive internal sales campaign this week to offer Fortune 100 Web sites further incentive to join the Superstitial member network. With a wide variety of high-traffic, quality Web sites to choose from, online marketers have more choices in how to reach their audiences with the Superstitial Internet Commercial.


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