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NEW YORK Once mere static billboards along the information superhighway, banner ads are taking on a second life as a conduit for all types of multimedia content.
New Line Cinema, promoting the upcoming thriller The Number 23, used banner placements on sites like AOL, Yahoo and MSN to stream near-live video from fan confessionals it put up at the Rhino Bar & Pumphouse in Washington, D.C., last Friday.
New Line production shop Foglight Entertainment shot, edited and uploaded video snippets to the Web units less than 10 minutes after they were taken, creating stylized effects to make the 30-second clips appear professional, said Chris Young, executive vice president of rich media at DoubleClick, which has developed the banner technology.
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