I-Shops Adopt New Unicast Format

NEW YORK EarthQuake Media and Agency.com’s i-Traffic division are among the first i-shops to adopt Unicast’s full-screen, 15-second online ad since its debut in April.

Media-buying agency EarthQuake Media and its creative sibling Glow Interactive, both New York, used the full-screen ad to promote the second season of HBO’s Project Greenlight. The effort, which ran throughout June on sites like NYMetro.com and USAToday.com, retrofitted a TV spot plugging the series to the Internet via the ad unit.

Called a full-screen Superstitial, the 300k online ad plays as Web surfers are moving between pages and is meant to support the kind of creative ideas that advertisers and agencies are accustomed to delivering on TV.

“It allows the digital creative to be more in sync with the traditional creative,” said Jes Santoro, director of integrated media at EarthQuake Media. “Our creative guys like the fact that they have a lot of room to work with.”

I-Traffic’s San Francisco office also used the format for an entertainment-related assignment in support of Fox’s Paradise Hotel.