CBSMarketWatch.com Streams TV Commercials
By Jonathan Angel
Tuesday, August 14 2001
Tuesday, August 14 2001
Published on AllBusiness.com
MarketWatch.com announced yesterday that it has begun streaming television commercials from its flagship web site, CBSMarketWatch.com. The company's rich media ad format -- known as the embedded commercial unit -- allows TV spots to be featured in their entirety.
Advertiser AA.com, the web site of American Airlines, is using the technology to unveil new advertisements prior to their release on television.
"These are believed to be the first to debut online within a publisher's content and be featured in their entirety," says a MarketWatch.com spokesperson. "Internet sites previously featured sneak previews or snippets of television ads, airing as brief commercial announcements introducing broadband content."
"This is just the latest in a series of major advertising initiatives, and we're absolutely thrilled to launch it with American Airlines," says Scot McLernon, executive vice president of sales and marketing at MarketWatch.com. "This technology allows our advertisers to run their existing television creative on our site without launching a separate media player or a new browser."
The ads are served via a rich media window that sits in the middle of MarketWatch.com stories. However, they do not play video unless the visitor requests it.
"This new technology provides a unique opportunity to reach our customers, utilizing our existing spots without additional format conversion," says Rob Friedman, managing director of interactive marketing at AA.com.
Founded in 1997, MarketWatch.com operates three financial websites: CBSMarketWatch.com, bigcharts.com, and U.K.- based ftmarketwatch.com.
Advertiser AA.com, the web site of American Airlines, is using the technology to unveil new advertisements prior to their release on television.
"These are believed to be the first to debut online within a publisher's content and be featured in their entirety," says a MarketWatch.com spokesperson. "Internet sites previously featured sneak previews or snippets of television ads, airing as brief commercial announcements introducing broadband content."
"This is just the latest in a series of major advertising initiatives, and we're absolutely thrilled to launch it with American Airlines," says Scot McLernon, executive vice president of sales and marketing at MarketWatch.com. "This technology allows our advertisers to run their existing television creative on our site without launching a separate media player or a new browser."
The ads are served via a rich media window that sits in the middle of MarketWatch.com stories. However, they do not play video unless the visitor requests it.
"This new technology provides a unique opportunity to reach our customers, utilizing our existing spots without additional format conversion," says Rob Friedman, managing director of interactive marketing at AA.com.
Founded in 1997, MarketWatch.com operates three financial websites: CBSMarketWatch.com, bigcharts.com, and U.K.- based ftmarketwatch.com.