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BizReport : Advertising archives : December 24, 2009

Unicast, MSNBC partner for 3D, rich media ad formats

Consumers logging on to the MSNBC news website will soon get a little something extra - and so with the advertisers sponsoring content. has tapped online rich media ad solution Unicast to power both 3D and rich media ads for the content hub. The immersive ads may help to improve user engagement.

by Kristina Knight

The ads are said to be 'highly customizable' and are touted to immerse users in a branded experience. Customizing ads, much like personalizing ads, is a good way for marketers to give consumers added value. Basing ads on past interactions, purchases or views prompts the consumer to repeat the actions - clicking through, making a purchase or asking for more information - they've done in the past.

Content hubs such as are some of the first to try newer ad formats because their consumer base demands more than simple display ads. Many of these consumers are also early adopters, making them prime targets for tech, automotive and pharmaceutical advertisers.

"[The] format engages consumers, compliments the advertisers' message, aligns with their brand and ultimately delivers positive results," said Caleb Hill, VP of Product for Unicast. "The ads deliver all four of these elements, giving advertisers a platform to explore a variety of creative concepts and elevate their brand."

A sampling of the new 3D ad unit can be seen here. Ad formats include push-down, interactive wallpapers, customized 3D cubes which can be used with video clips, photo galleries, 360 tours and color selection viewers.

Tags: 3D advertising, interactive wallpapers,, rich media, rich media advertising, Unicast

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