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BizReport : Advertising archives : February 28, 2008

DoubleClick brings HD to video ads

Advertisers can now create and deliver rich media video ads in high definition to further captivate audiences, thanks to DoubleClick’s latest feature.

by Helen Leggatt

double%20click%20logo.gifNot all ads are created equal and the battle is on to keep creative treatments and delivery methods “novel” and consumer eyeballs focused.

Enter DoubleClick’s rich media with HD video. Now Internet users can experience online adverts in the same quality as other mediums, quality that advertisers have had to sacrifice online. Ads may even be expanded to fit full screen.

Epson is the first to use DoubleClick’s new feature, implemented as part of their “Epsonality” campaign. “HD Video lets us deliver our creative in a way that reflects the high quality of Epson products,” said Jordan Kretchmer, associate creative director at Butler, Shine, Stern & Partners, creators of the campaign.

“Consumers aren’t used to seeing such pristine video online, so we expect the new HD technology to capture peoples’ attention like a standard video unit never could,” he added.

Tags: high definition, online video, rich media, video advertising

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