For The Record

CREATIVE THAT WORKS ON ALL MEDIA DEVICES
Rich media production house Integral Pictures is claiming to be the first company to use Internet technology to produce broadcast quality TV commercials that work on the Internet and in e-mail with no download time, even on slow modems. The 'Integral Spot' was launched last month by the Scottsdale, AZ-based shop, which specializes in extending Internet technology to other media, rather than adapting traditional media production methods to the Internet.

CREATIVE THAT WORKS ON ALL MEDIA DEVICES

Rich media production house Integral Pictures is claiming to be the first company to use Internet technology to produce broadcast quality TV commercials that work on the Internet and in e-mail with no download time, even on slow modems. The ‘Integral Spot’ was launched last month by the Scottsdale, AZ-based shop, which specializes in extending Internet technology to other media, rather than adapting traditional media production methods to the Internet.

The resizable creative file, which can be updated online, is perfect for certain industries, says the company. Airline specials, for example, fluctuate daily. To produce a new TV commercial on a daily basis is too costly, but with the Integral Spot, the creative could be changed online, resulting in a new TV spot ready for broadcast in less than 24 hours. When an Integral Spot is updated online, it instantly updates wherever the ad is placed on the Internet.

HOMECARD REWARDS CUSTOMERS

St. Jacobs, Ont.-based Home Hardware Stores is rolling out a new customer loyalty program to help its dealers identify and get to know some of their best customers even better. The ‘Home Advantage’ program is being tacked on to the hardware retailer’s existing Homecard – holders are automatically entered into a bi-monthly draw for prizes, with each accumulated $25 in purchases qualifying them for an additional chance to win, and a bi-monthly bulletin. Home Hardware will facilitate the program, providing dealers with customer lists and reporting.

SUPERSTITIAL CONVERTS TV TO WEB

New York-based Unicast recently unveiled a new version of its Superstitial online ad format. With the new ‘Superstital 300,’ advertisers can convert TV commercials into Web ads – a standard two-thirds screen canvas, 30-second length and 300K file size to allow for sophisticated creative development, including 3-D display, microsites, data capture, viral elements and click-to-video applications.

CREDIT CARD MAIL VOLUME DOUBLES

During the month of October, Canadian households were bombarded by a record high number of credit card solicitations – according to Mail Monitor, the direct mail acquisition tracking service from BAIGlobal, of Tarrytown, NY.

In fact, mail volume hit an all-time monthly high with 29.5 million offers, up from 17 million in September and 15 million in October 2000. The majority of the mailings, says BAIGlobal, were from U.S. issuers who continued to mail despite terrorist threats, anthrax fears and an economic slowdown – they accounted for 80% of Canadian credit card direct mail for October 2001.