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Nation`S Largest Brands Expand Use of Online Video Advertising
23 February 2005First Consolidated Effort to Measure Effectiveness of All Online Video Advertising Formats Compared to TV; Expected to fortify advertiser commitments to increase online advertising budgets
New York, NY - February 17, 2005 - Viewpoint, a leading provider of innovative visual experiences on the web and desktop, today announced `All Things Video`, a beta program where an exclusive list of marketers will compare the effectiveness of multiple online video advertisements to their more conventional advertising efforts including television. Leading advertisers such as Hyundai, Microsoft Office, Pepsi, and 20th Century Fox are among the invited advertisers that are set to begin running online video campaigns as part of Viewpoint`s All Things Video program which kicks-off on February 28, 2005 and runs through early April. Advertisers will use Viewpoint`s transitional, pre-roll, and in-page formats as part of the `All Things Video` program. ( For format details, see below. To view demos, visit www.viewpoint.com ).
In addition to the standard advertising effectiveness metrics that Viewpoint provides for all advertisers, Dynamic Logic ( www.dynamiclogic.com ) will be conducting enhanced ad effectiveness research so that `All Things Video` participants can more effectively compare the value of online advertising against other media. Specifically, Viewpoint`s `All Things Video` program will give advertisers unprecedented insight into:
-- Relative effectiveness of specific online video ad formats in achieving campaign objectives ( i.e. driving traffic, lead generation, forward-to-a-friend, purchase, etc. )
-- Impact each online video ad format has on increasing awareness, message association, brand favorability, and purchase intent.
-- Comparative efficiency and value of online video versus conventional media including Television commercials.
"We realize that consumers are spending more time online and consider the Internet a primary medium for news, information and entertainment," said John Vail, Director of Digital Media and Marketing, Pepsi-Cola North America. "We see a great opportunity to extend the creative effectiveness we`ve always seen in using video to promote our brands [on Television] to reach online consumers and are aggressively developing campaigns to this end."
"When we first started building our offering, no one ever dreamed that explosive broadband growth would so quickly ramp up demand for video solutions," said Tom Bosco, Director of Broadband Sales for AOL Media Networks. "Now, every day, we receive requests from new advertisers and agencies wanting to bolster their campaigns with a full complement of video ads. As an industry, we must work together to build on the progress we`ve made so far, to compete more aggressively with television and other media and to attract more and more of global advertising budgets."
Said Viewpoint CEO Jay Amato: "A year ago Unicast pioneered the first broadcast-quality video advertising on the Internet. Now that we`ve brought Unicast`s and Viewpoint`s offerings under one roof and integrated our market-leading technologies, we are poised to become the preferred provider for online video ad solutions. With an estimated $12.3 billion going to online advertising this year according to Merrill Lynch, the industry is under increased scrutiny to deliver on its promises to advertisers and agencies alike. The All Things Video beta is an opportunity for the Internet to live up to expectations that it can vie for conventional media dollars based on unique creative and cost value, and we are thrilled to be at the center of this paradigm shift."
Increasingly, the biggest advertisers and advertising agencies are looking for a simple and effective way to purchase, launch and manage multi-format online video content. Viewpoint`s broadcast quality Internet technology and extensive online inventory gives advertisers the tools to quickly launch multiple online video formats-transitional, in-page and over-the-page-and successfully execute against their business goals from a single provider.
About Viewpoint`s Unicast Online Advertising Suite
Viewpoint`s online advertising offerings are all distributed under the Unicast name, the pioneering brand in online video advertising. Viewpoint`s Unicast Online Advertising Suite consists of:
- Unicast Transitional - Full screen and partial screen video and interactive ads that are shown to consumers as they navigate between pages.
- Unicast In-page - Video and interactive ads embedded within web pages including standard and expandable banners, pre-roll and post-roll ( in-stream ) ads.
- Unicast Over-the-Page - Video and interactive ads that "float"/play over the top of a Web page.
ABOUT VIEWPOINT
The Viewpoint Platform is the technology behind some of the most innovative, visual experiences on the Web and on the desktop with leading clients such as America Online, General Electric, General Motors, Hewlett Packard, IBM, Lexus, Microsoft, Samsung, Scion, Sony and Toyota. The Unicast Online Advertising Suite - the Company`s next-generation ad deployment and management system - and the Viewpoint Toolbar - the Vision for the Future of Search - are the latest breakthrough technologies using the full power of the Viewpoint Platform. More information on Viewpoint can be found at www.viewpoint.com.
The company has 130 employees at its headquarters in New York City and in Chicago, San Francisco, and Los Angeles.
This press release contains "forward-looking" statements as that term is defined in the Private Securities Litigation Reform Act of 1995 and similar expressions that reflect Viewpoint`s current expectations about its future performance. These statements and expressions are subject to risks, uncertainties and other factors that could cause Viewpoint`s actual performance to differ materially from those expressed in, or implied by, these statements and expressions. Such risks, uncertainties and factors include those described in the Company`s filings and reports on file with the Securities and Exchange Commission as well as the lack of assurances that: Viewpoint`s All Things Video program will fortify advertiser commitments to increase online advertising budgets; the campaign and research data from this program will set a new precedent for media planning and creative development; the online media industry will compete more aggressively with television and other media and attract more of global advertising budgets; Viewpoint will become the preferred provider for online video ad solutions; that approximately $12.3 billion will be spent on online advertising this year; the Internet will live up to expectations that it can vie for conventional media dollars based on unique creative and cost value; Viewpoint will be at the center of a shift in some portion of traditional advertising budgets to online advertising; or that advertisers will quickly launch multiple online video formats using Viewpoint`s products.
Viewpoint and Unicast are trademarks of Viewpoint Corporation. Copyright 2005 Viewpoint Corporation. All rights reserved.
Source: i-Newswire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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