Prophecy fulfilled on Rich Media ads

Gannett has announced that it will give the PointRoll rich media ad technology to anybody who wants to advertise with USAToday.com, provided they pay a minimum pre-set rate.

“There’s a push by all publishers to make it easier for advertisers to advertise on their sites,” (Laryssa Kundanmal, director of marketing for USAToday.com.) said. “So we’re making popular rich media advertising–its superior sound, movement, and interactive ability–accessible to advertisers who might have been limited to conventional banner ads before this partnership.” Advertisers who choose PointRoll also have full access to its analytics tools, which extend beyond direct response rates to include interaction and engagement rates, Kundanmal added.
This is precisely what I predicted would happen when Gannett purchased the hi-end Flash technology company for $100 million a couple of months ago. Here’s what I wrote on June 13th:
…I think this is a big deal. PointRoll is one of — if not THE — top creators of high-end Flash ads for Websites. In purchasing the company, Gannett is able to overcome, for their clients, the biggest block to an explosion of local online advertising — the inability to produce quality ads for local advertisers. Gannett’s newspapers and TV stations will now have a significant competitive advantage in the ability to garner local ad sales. Smart.

When the boom in local online advertising comes — and come it will — it’ll blow the socks off what currently exists. I’ve been saying for a long time that local media companies need to be able to do this in order to encourage sales, and my hat’s off to Gannett.

Expect to see this offer rolled out with all Gannett properties before long. $100 million seems like a lot of money, but it pales in comparison to the potential ad revenues of local sales.

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