Doubleclick & Macromedia Launch New Rich Media Product
Media Release
Doubleclick and Macromedia launch new rich media product, DART Motif Solution allows advertisers and publishers to
streamline rich media advertising process
AUCKLAND New Zealand - 15 July 2003 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of tools for advertisers,
web publishers and direct marketers, and Macromedia (Nasdaq: MACR), announced the availability of its joint rich media
product, DART Motif, an integrated solution for creating, trafficking, deploying and reporting on rich media ads.
Created by integrating Macromedia Flash MX with DART ad management solutions, DART Motif enables web publishers,
advertisers and agencies to simplify and save time at every step of the rich media process. Macromedia Flash MX is the
solution for developing highly visual interactive content and applications that deliver breakthrough experiences with
significant return on investment.
Over thirty publishers, advertisers, and agencies, including Beyond Interactive; Digitas; Lycos, Inc. (U.S.); MTV; OMD
Digital; RealNetworks; Starcom IP, Universal McCann Interactive; Washington Post; as well as some of the top portals and
ISPs, are currently equipped to use this product. These companies expect to benefit from increased efficiency, avoidance
of errors, improved campaign performance and centralised reporting. The new solution has proved to reduce the time it
takes to deliver a rich media campaign from around two weeks to just two days.
"DART Motif addresses the fundamental challenges of rich media execution," said Doug Knopper, vice president and general
manager, online advertising solutions, DoubleClick. "With DART Motif it is easier to create, deploy and report on almost
all types of rich media, reducing the associated time and cost of getting these highly responsive advertisements active
across multiple sites."
Through the use of the Macromedia Motif Ad Kit, DART Motif enables complex creative authoring using integrated tools.
DART Motif also provides templates for common ad formats.
"DART Motif will streamline the process of creating and delivering rich media ads for our joint customers," said Norm
Meyrowitz, president of products, Macromedia. "Macromedia Flash is already the proven, most effective way to communicate
advertising information online. Integrating our authoring tool with DoubleClick DART infrastructure, provides a more
efficient and productive solution for advertisers, agencies, and publishers."
Ad Creation
As DART Motif is an ad type within the Macromedia Flash application, designers can leverage the flexibility of the
Macromedia Flash authoring environment to create sophisticated online ads rich with sound, video and interactivity, and
then package them into standard rich media ad formats for easy delivery. Both the ad designer and the traffickers can
preview the ad in context on the target page and make on the fly changes before trafficking the ad to the site, saving
the days of back-and-forth usually needed.
"The online world has long awaited the moment for a rich media solution that would bring efficiency and ubiquity into
the marketplace," said Jeff Minsky, east coast media director, OMD Digital. "The launch of DoubleClick's DART Motif
product has changed that. This product will allow us to focus on the creative aspect of rich media and not numerous
steps currently needed to deploy a rich media campaign."
Trafficking
DART Motif dramatically reduces steps and resources in each stage of the trafficking process. By using this product, the
ad designer can specify the desired ad tracking and actions without the need to know about complex click tracking
commands or scripting language. DART Motif actually converts the designer's calls into code that works with the ad
serving platform. In addition, non-DART publishers can easily serve DART Motif ads on their site with the ability to
pick-up tags at a dedicated portal.
"Motif is a natural extension of the ad serving solution that DoubleClick DART provides to us," said Doug Wintz, vice
president, digital media solutions, Lycos, Inc. (U.S.). "We look forward to the use of the Motif rich media application
for the same reasons we use their core service: flexibility, consistency, and reliability."
Reporting
DART Motif reporting includes the same reporting metrics available in the DART products, including impressions and
clicks; post-click and post-impression activities; unique users; Advanced Reports, and more. This centralised reporting
function will allow advertisers to view results of rich media and non-rich media campaigns side-by-side.
"One of the largest barriers to the growth of online advertising has always been the complexity," said Brian Monahan,
interactive media director, Universal McCann Interactive - San Francisco. "DoubleClick provides efficient, innovative
marketing solutions and we expect the Motif product to be another example of a tool that will allow us to simplify the
online advertising process."
Multi-event reporting, including load movies, ad interaction time, and ad display time, will be available in November,
and will also be integrated into DART. These metrics will help advertisers understand the brand impact of their rich
media advertising as well as user behaviour.
In connection with the launch of Motif, DoubleClick has authored a whitepaper on rich media that details effectiveness
metrics, advertiser usage, and sites that feature high volumes of rich media. This paper, as well as additional
information on the DART Motif product, can be found at www.doubleclick.net.
About DoubleClick Inc.
DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and
analyse their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions
help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools
help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City
and maintains 21 offices around the world.
ABOUT MACROMEDIA
Experience matters. Macromedia is motivated by the belief that great experiences build great businesses. Our software
empowers millions of business users, developers, and designers to create and deliver effective, compelling, and
memorable experiences - on the Internet, on fixed media, on wireless, and on digital devices. www.macromedia.com/ap
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Copyright 2003 Macromedia, Inc. All rights reserved. Macromedia, the Macromedia logo, and Macromedia Flash are
trademarks or registered trademarks of Macromedia, Inc., which may be registered in the United States and
internationally. Other product or service names mentioned herein are the trademarks of their respective owners.