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San Francisco, California—March 4, 2002—With
today's announcement of Macromedia
Flash MX (see separate
release), Macromedia, Inc. (Nasdaq: MACR) is empowering
the online advertising market to deliver more immersive,
effective advertising campaigns online. Selected by
ADWEEK as "Best Marketing Technology," Macromedia
Flash is the leading technology for online branding
and advertising. Macromedia Flash MX expands the possibilities
for effective branding and communications to the widest
possible audience. Industry leaders are rallying behind
the benefits of Macromedia Flash MX and its important
role for online advertising (see
attached quote sheet).
"Macromedia Flash has already proven to be the
most effective way to communicate advertising information
online," said Rob Burgess, chairman and CEO,
Macromedia. "Macromedia Flash MX will build on
the advances we have been making in this market, and
inspire new forms of advertising."
DoubleClick and MSN issued studies which examined
ad technologies such as video, audio, GIF, and Macromedia
Flash. The DoubleClick study, conducted by Diameter,
found that Macromedia Flash increased branding metrics
by 71 percent for three different-sized ads measured,
demonstrating the branding power of richer media.
The other three technologies delivered a 14 percent
improvement for audio, 9 percent for video, and 4
percent for GIF in the same study.
Video support in Macromedia Flash MX and Macromedia
Flash Player 6 gives advertisers new opportunities
through the ability to embed video into their applications.
Video content in Macromedia Flash enables advertisers
to maintain control of the look and feel of their
creative, unlike today's existing video options which
require external players to be launched and have platform
inconsistencies. By delivering video using Macromedia
Flash, advertisers regain control of the user experience
and can provide an immersive ad campaign that will
perform flawlessly across leading platforms.
Macromedia Flash MX ships with templates for all
standard ad unit sizes to enable users to better focus
their time on creating effective ad content. In addition,
advertisers can now deliver Macromedia Flash content
that assembles external images and sound clips at
run-time, rather than embedding everything within
one file, providing an easier way to update content.
For more information, please visit http://ww.macromedia.com/go/flashmx/
Macromedia Flash content can also be tracked using
industry standard methodology to enable ad agencies
and their clients to measure the impact of an ad campaign.
"CNET Networks and Macromedia continue to work
together to demonstrate the extremely engaging and
successful campaigns resulting from Macromedia Flash,"
said Barry Briggs, president, CNET Networks. "The
powerful new features available in Macromedia Flash
MX will raise the bar for even more effective online
advertising."
ABOUT MACROMEDIA
Macromedia is passionate about what the web can be.
Its award-winning products empower designers and developers
to efficiently create and deliver the most engaging
experiences on the web, and enable innovative Internet
business applications. Headquartered in San Francisco,
Macromedia has more than 1,400 employees worldwide
and is available on the Internet at www.macromedia.com.
ADVERTISING INDUSTRY LEADERS
RALLY AROUND MACROMEDIA FLASH MX
Atlas DMT
"Atlas DMT applauds the added efficiencies and
creative options that Macromedia Flash MX brings to
online advertising," said Karl Siebrecht, vice
president of product management, Atlas DMT. "By
combining Macromedia Flash MX with the Atlas Suite's
rich media trafficking and delivery tools, advertisers
can now create more compelling content on the front
end and easily track the effectiveness of those ads
on the back end."
Bluestreak
"As an ad server, we have a unique view into
the dramatic growth of rich media advertising. Macromedia
Flash represents the largest percentage of rich media
ads we deliver and the new authoring environment will
make that content even easier to create," said
Anurag Ahuja, vice president of product marketing,
Bluestreak. "Bluestreak supports Macromedia Flash
and its rich media ad serving solutions, which ensure
that our clients can easily include trackable, high-impact
Macromedia Flash content as part of their online campaigns."
DoubleClick
"Macromedia Flash is an invaluable tool for producing
effective and measurable online advertising,"
said Doug Knopper, vice president and general manager,
DoubleClick's Advertiser Solutions division. "We
expect Macromedia Flash MX will help us to continue
to provide our customers with the most effective online
advertising solutions."
Emerging Interest
"It has become clear that rich media is key to
the future growth of online advertising," said
Bill McCloskey, founder and CEO of Emerging Interest.
"It is also clear that Macromedia Flash is the
lifeblood of rich media advertising. Creative directors
require tools and solutions that enable them to implement
their artistic vision, regardless of where that vision
takes them. Macromedia has always been at the forefront
of providing those solutions. At Emerging Interest,
our entire mission is to educate marketing professionals
on the latest advancements in advertising technologies.
Macromedia Flash has evolved into a virtual standard
when it comes to the development of innovative and
effective advertising units."
Excite Network
"Macromedia Flash has proved to be a very valuable
medium for effective advertising across The Excite
Network," said Mike Newman, senior vice president
of sales and marketing solutions, The Excite Network.
"The robust features available in the new release
of Macromedia Flash will allow advertisers to better
create, understand, and measure the effectiveness
of their online campaigns."
ICONOCAST
"As marketing technology trackers, we see Macromedia
Flash MX as the catalyst for transaction-based direct
marketing," said Michael Tchong, CEO of ICONOCAST.
"We think the viral aspect of a whole new generation
of 'transaction islands' based on Macromedia Flash
MX will propel direct marketing to the much-awaited
next level."
Interactive Advertising Bureau (IAB)
"As an industry, publishers, advertisers, and
their agencies rely on the ongoing evolution and improvement
in the tools and solutions we use every day to present
compelling interactive advertising to consumers,"
said Greg Stuart, president and CEO, Interactive Advertising
Bureau. "We cannot underestimate the significance
of those tools and solutions that enable the creative
process to flourish, and congratulate Macromedia on
the launch of Macromedia Flash MX."
RedSheriff
"RedSheriff is an interactive business intelligence
specialist with a client base of over 600 clients
in 37 countries. Our technology allows us to measure
Macromedia Flash content and we are excited that our
clients now have Macromedia Flash MX to develop more
dynamic and interactive sites," said Richard
Webb, CEO, RedSheriff. "Macromedia Flash MX is
significant because it helps to create content and
applications that provide good user experiences for
our clients. We are always pleased with any product
that better serves our clients' needs."
Terra Lycos
"Macromedia Flash MX helps Terra Lycos achieve
its goal of delivering high performance interactive
ad products to our brick and mortar advertisers. Macromedia
Flash MX has injected new life into the world of online
advertising," said Peter Naylor, vice president
of sales, Terra Lycos. "Beyond creating trackable
content that provides reliable metrics to advertisers,
Macromedia Flash MX can enable Terra Lycos advertisers
to quickly and easily create expressive, interactive
ads that result in more effective online ad campaigns."
Unicast
"The addition of Macromedia Flash MX to the arsenal
of solutions available to creative teams is an important
step in the growth of the online industry," said
Allie Savarino, vice president Global Marketing, Unicast.
"The 350+ advertisers that depend on Unicast’s
SUPERSTITIAL standard online advertising format will
no doubt benefit from the enhanced creative flexibility
that Macromedia Flash MX promises. Unicast is delighted
to endorse the rapid adoption of this exciting new
solution for the creative community."
Websidestory
"Developers want to provide measurable results
for their clients," said Michael Marchese, director
of marketing, WebSideStory. "HitBox services
provide the ability to track Macromedia Flash content,
giving agencies and companies the necessary window
into their ad campaigns to ensure they are as effective
as possible."
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