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BREAKING NEWS & VIEWS
Meebo and PointRoll Launch Rich Media Canopy UnitWednesday, June 29, 2011 Even as ad technology becomes increasingly more sophisticated in targeting the right ad to the right  eyeball at the right moment, publishers continue to push for innovative creative presentations that have greater branding impact. The new formats keep coming. Yesterday, content-sharing platform Meebo and ad-tech firm PointRoll detailed plans to deploy a “Canopy” unit that fills the screen with multimedia assets and then retreats into the Meebo bar for later reference. The unique look and operation of the Canopy unit is that it creates a “light box” effect on screen in which all manner of assets can work. Rather than a pure interstitial or full-page takeover, the unit layers onto the existing page an oversized creative box that dims the remaining real estate of the page without fully obscuring it. “You can interact with the unit, and measure what the user does,” says PointRoll VP of business development and publisher partnerships Matthew Flanagan. Video, hot spots, lead gen opportunities, etc., can be built into the unit so that it behaves more like a micro-site. Flanagan says the agency can either treat the ad as fully customizable unit and as a discrete build for the campaign or as an opportunity to re-fit existing assets. Units like these encourage advertisers also to engage a higher level of metrics than the traditional and blunt tool of clickthroughs, he adds. “They are looking at dwell times, interaction time, or they are using such other features in the PointRoll stack as dynamic and rules based creative optimizations.” Interactive Advertising Bureau consulting director Peter Minnium says that the association is encouraging ad innovation that drives online advertising beyond its roots in direct marketing. "Over the 16 years that the IAB has been making standards for almost every shape and size of ad unit, what we have failed to do is add a third dimension to the standards in terms of rich media and interactivity. As a result the standards have been driving direct-marketing spending but are pretty dismal at unleashing the floodgates of brand marketing spending. In order to do that we need to enable the agencies to creatively engage people, create new desires and new demand instead of fulfilling existing demand." The Canopy is a custom unit designed for the unique features of the Meebo Bar, which appears on more than 8,000 publishers’ sites and makes it easier for visitors to share content and ads across the social networks. Meebo has a reach of 83 million uniques in the U.S. and 170 million worldwide. The company claims a 1% engagement rate on the ads it runs, considerably higher than standard banner metrics. The Canopy unit has been available since early June. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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