Yahoo Teams Up with Rich Media Companies

NEW YORK — Yahoo has teamed up with four rich-media vendors to encourage marketers to use streaming audio and video, floating ads, expandable ads and other interactive units for their online campaigns.

The Sunnyvale, Calif., company said Monday that it will work with Eyeblaster, EyeWonder, Point-Roll and Unicast to incorporate their respective technologies into the Yahoo network and sales channel. Previously, Yahoo developed and offered its own ad formats, which it said it will continue to do, and partnered with these vendors on a case-by-case basis.

The Coca-Cola Company is one of the first advertisers to take advantage of Yahoo’s new rich-media partnerships. Over the next two weeks, the Atlanta-based soda marketer is using EyeWonder technology to stream one of its TV spots on Yahoo to promote its Youth Partnership program.

In forging these rich-media alliances, Yahoo aims to increase brand awareness and consumer interaction for marketers. The partnerships also have the potential to boost ad income for Yahoo, which last week reported a four-percent drop in second-quarter revenue from marketing services versus the same time a year ago. Overall revenue for the quarter went up 24 percent compared to Q2 2001.

Terms of the vendor agreements were not disclosed. Each company has slightly different offerings: Eyeblaster provides an online ad management platform that allows advertisers to independently create and manage a variety of rich-media formats including floating ads, window ads, expandable banners and commercial breaks; Point-Roll’s expandable ads offer advertisers additional space in an ad unit to communicate multiple messages; and Unicast’s Superistial format lets marketers create TV-like ads online.