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Internet Ads Get a Flashy Face-Lift

Webmercials and Web presentations set new standard for online advertising.

Richard Jantz, special to PC World

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You don't need a Nostradamus to predict where commercial advertising on the Internet is headed. Just take a look at the Web site of KGMI, a New York online advertising agency, to see what many analysts call the future of advertising on the Web.

They're slick, TV-like animated commercials called Webmercials and Web presentations, and they promise to make the Web a much more dynamic medium. Some even predict that with these eye-popping commercials, the Web could eventually compete with television, radio, and other traditional media as a major contender for advertising dollars.

Cutting-Edge Technology

Using Flash technology from Macromedia, KMGI has created an advertising format that combines vector-based graphics with streaming technology and delivers full-screen, high-impact animation and graphics, coupled with professional audio effects and interactivity. The agency's designers use vector graphics, which describe an image with succinct mathematics rather than by specifying each pixel. This way KMGI can produce tiny files--typically, 25KB in size--that can deliver an audiovisual message in just 5 to 7 seconds.

KMGI has also enhanced the look and performance of the now-ubiquitous ad banner. KMGI's Flash banners (which also use Macromedia's Flash) feature sleek, fluid motion that's much more attractive than choppy, animated-GIF banners. According to KMGI, Webmercials are also faster than regular GIF banners, which are typically about 12KB in size. The Webmercials are designed to run smoothly, even when downloaded over a 14.4-kilobits-per-second connection. With Flash banners' adept use of streaming technology, there's no waiting time or background download.

KMGI's own Web site is an excellent place to see its innovative multimedia technology in action. The site features full-screen 3D animation, picture-in-picture technology, moveable menus, professional voiceover, cutting-edge sound effects, and more.

Advertising's Future or Folly?

KMGI has already sold several prominent companies on its Web commercials. The agency has produced ad spots for such well-heeled clients as Coca-Cola, Lexus, the New York Post, and others.

KMGI's agency services range from ad concept to creation, including design and media buying. Rates for Webmercials and Web presentations are competitive with other forms of advertising, according to KMGI representatives. But overall, advertising on the Web--even KMGI's flashy presentations--costs only a fraction of the budget of a standard television advertisement.

Time will tell whether KMGI's Webmercials and Web presentations are bound for the advertising hall of fame, or will be relegated to just 15 minutes in the spotlight. But one thing's for certain: Most of today's Internet surfers can judge for themselves whether they like the look. That's because the latest version of every major Internet browser comes bundled with the Flash plug-in necessary to view these new advertising tools. Considering that more than 100 million people have access to the Internet, that translates into an enormous potential viewing audience (ka-ching! ka-ching!) for Webmercials and Web presentations.

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