Unicast advertisement
A unicast advertisement (or unicast ad) is a form of online advertising in which an advertising message is delivered over the Internet as a short rich-media presentation resembling a television commercial. It is generally displayed in a separate browser window, most commonly as a pop-up, and may include video, animation, and sound.[1][2]
The presentation can function as a hyperlink, allowing the viewer to visit the advertiser's website or obtain further information. In this way, the format combines television-style audiovisual branding with the features of interactive advertising. Implementations could also record impressions, viewing time, and click-through performance.[2][3]
Development
[edit]In 1998, Unicast Communications' AdController technology was reported to download content-rich advertisements in the background using otherwise unused bandwidth. The advertisements were stored in the browser cache and played between page views in a separate Java window, typically for 10 to 20 seconds.[3]
Unicast introduced its "Superstitial" format in May 1999. Unlike an interstitial advertisement that appeared immediately, the format preloaded an advertisement after the main content of a page had finished downloading and opened it when the user navigated to another page.[4] Contemporary coverage in The Washington Post described Unicast's advertisements as large-window multimedia presentations intended to incorporate sound and video while reducing delays through background loading.[5]
See also
[edit]References
[edit]- ↑ Edward T. Vieira Jr.; Yulong Li (2024). Public Relations Planning: A Practical Guide for Strategic Communication (2nd ed.). Routledge. p. 259. doi:10.4324/9781003436195. ISBN 978-1-032-56580-4.
- 1 2 Brain, Marshall. "Unicast Ads". HowStuffWorks. Retrieved 3 September 2026.
- 1 2 InternetNews Staff (17 March 1998). "NetGravity and Pathfinder to Offer Unicast Interstitials". InternetNews. Retrieved 3 September 2026.
- ↑ Cotriss, David (20 September 2000). "Special Feature: Superstitials—Do They Deliver?". MediaPost. Retrieved 3 September 2026.
- ↑ Walker, Leslie (31 August 2000). "Beyond the Banner Ad". The Washington Post. Retrieved 3 September 2026.
Further reading
[edit]- "Growth of Online Classified Advertising". Kwikemarket. Retrieved 17 March 2016.
{{cite web}}: CS1 maint: deprecated archival service (link) - "SEO Dienstleistungen" [SEO services]. SEOChaos (in German). Retrieved 3 September 2026.
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