Entertainment Sites Adopt Unicast Commercial

NEW YORK Four entertainment Web sites have signed on to use Unicast’s 7-month-old video commercial, which allows advertisers to leverage their offline assets on the Internet.

Those adding the unit to their rate cards are Burst! Media, Electronic Arts, Hollywood.com and WWE. New York-based Unicast said that entertainment-related advertisers, such as Warner Bros., Universal Studios and Fox, are among the early adopters of the ad format.

The full-screen, broadcast-quality ad, which operates on the Microsoft Windows Media 9 series platform, loads while users are idle on a Web site and then plays without delay when they move between pages [Adweek, Jan. 19]. In June, Unicast upgraded the unit to allow for interactive elements, such as contest entries or product demonstrations, to reside alongside the video presentation.

Others that have used the Unicast format are ABCNews.com, About.com, AccuWeather, CBS SportsLine, ESPN, Fox Sports, Gamespot, iVillage, Lycos, Maxim, Morningstar, MSN, Tickle, Tribune Interactive and UGO.

The CPM rates for the video commercial vary depending on the publisher, but they typically come in at the low-$20 range, a Unicast representative said.