IQ News: MicroCast to Tout New Network




MicroCast today will unveil its first advertising effort to promote the Q1 debut of the company’s video streaming network. The print ads were created by Raleigh, N.C.-based ad shop McKinney & Silver, a division of interactive-services firm USWeb/CKS, Santa Clara, Calif.
The national marketing effort targets both content providers and advertisers as New York-based MicroCast ramps up to launch its service. The Web site is located at microcast.net.
Print trade spots will appear in this week’s issue of Electronic Media and are scheduled to run from Jan. 17 to 31 in Mediaweek, Broadcasting & Cable, The Hollywood Reporter, Variety and Advertising Age.
In addition to trade print, the MicroCast ads will appear in the National Association of Television Program Executives programming guide and at an on-site booth at the NATPE 2000 convention. The convention will be held Jan. 24 to 28 in New Orleans.
The ad push was designed to heighten the company’s profile in the minds of content creators and advertisers, according to Andrew Capone, executive vice president of marketing at MicroCast.
“We’re announcing to our two primary constituencies that we can help them monetize their sites,” said Capone, adding that MicroCast can insert TV-type commercials without disrupting the video stream.
Rick Myracle, chief operating officer at McKinney & Silver, said: “It’s a very crowded space with a lot of noise and a lot of skepticism because most of the products and services out there are lacking in one way or the other. It has been fruitful to work with MicroCast because they have a business model and a value proposition that’s unique.”