February 29 2008
DoubleClick launches HD video ads
DoubleClick has launched a solution to create and deliver rich media video ads in High Definition to the desktop enabling advertisers to launch full screen ads
DoubleClick has added High Definition (HD) to rich media online ad campaigns using the latest Adobe technology and Epson is first to implement HD video in “Epsonality” online display advertising campaign
Epson is the first company to implement HD Video with it’s “Epsonality” ad campaign, created by Butler, Shine, Stern & Partners (BSSP). According to DoubleClick “The in-banner HD Video experience was ideally suited to showcase Epson’s unique colour printer capabilities. HD Video gave BSSP the ability to fully communicate Epson’s brand message online and deliver that spark of originality that makes each Epson user and printer unique.”
For clothing retailers – the fastest growing retail sector in the US according to Google – HD should be ideal. The catwalk video can be run at full screen giving and even bigger wow factor.
However there is a downside, in order to view HD ads you need to have Adobe Flash Player 9.0.115 or higher, and according to DoubleClick “other viewers can default to the non-HD Video experience” which means it looks identical to all the other ads.
For some examples see the demo here http://www.doubleclick.com/products/richmedia/hdvideo.aspx
This is not the only new launch from Adobe this week. Earlier on the week they launched a set of e-commerce tools Adobe AIR and Adobe Flex 3 software to increase content richness across a wide range of devices, add this to their existing hosted product Scene 7 and it looks like Adobe are ready to take on the established e-commerce platforms. It should make for an interesting year, and while Adobe lacks in retail experience it certainly has spades worth of experience in delivering content and software, plus it has very deep pockets.
