Quantum Gets Surfing Lessons From SF Interactive

San FRancisco—Quantum is making its first time with an interactive agency count, as SF Interactive has built a unique online showcase for the data protection and storage firm.

The company is running a new ad in the interactive messaging unit (IMU) format on Cnet.com. IMUs are relatively new rich-media units that allow users to interact with ad content without leaving the publisher’s Web site.

The ad, which extends an offline effort from Hill, Holliday, San Francisco, shows a surfer navigating enormous waves. Users can click to find out how one company, Surfline.com, used Quantum’s Super DLTtape technology to store critical data and other product information. The tag is, “When failure is not an option.”

The ad is unique because it combines Flash, streaming video, 3-D animation and product demonstrations in a single IMU, said Bruce Carlisle, SF Interactive president and CEO.

Carlisle said the 336-by-280-pixel unit, which SF Interactive is calling an “infocast ad,” will accomplish direct response, advertising, promotion and corporate communications in one comprehensive space.

George Chale kian, national creative director at SF Interactive, said Quantum is breaking new ground with this “intense” rich-media ad, which will run through late spring. “Online advertising units, to date, have not yet gone as deep as this one,” he said.

Jim Nail, a senior analyst at Forrester Research, said the ad has deeper content than most, but said shops must be wary of “letting technology get in the way of strategy.”

Jackie Finch, director of marketing communications at Quantum, said Cnet was the best site to reach the target market, which is male IT decision makers aged 24-54.

Hill, Holliday’s offline push broke in October with print, direct mail and outdoor ads.

Quantum, Milpitas, Calif., had consumer ad spending of $4 million in 2000 and $1 million through August of this year, per CMR. Spending for this online push is $500,000.