Advertisers get in the loop

Everybody loves looking at pictures, right? Brands like Purina, HP (Hewlett-Packard) and TV net TBS certainly think so: They've jumped on the online photo sharing bandwagon with Palo Alto, Calif.-based company FilmLoop - a downloadable service allowing users to create a string of images that scroll across a computer desktop. Those loops can then be e-mailed to friends, posted on blogs and Web sites, and linked throughout the FilmLoop network.

Everybody loves looking at pictures, right? Brands like Purina, HP (Hewlett-Packard) and TV net TBS certainly think so: They’ve jumped on the online photo sharing bandwagon with Palo Alto, Calif.-based company FilmLoop – a downloadable service allowing users to create a string of images that scroll across a computer desktop. Those loops can then be e-mailed to friends, posted on blogs and Web sites, and linked throughout the FilmLoop network.

Advertisers can create ads that appear either between user-generated loops or beside photos as they are clicked. Users are able to subscribe to loops created by other photophiles or even ones created by corporate sponsors such as the aforementioned brands via the FilmLoop directory.

‘Purina is evaluating new interactive technologies to connect with our customers in a direct and entertaining way,’ explains Michael Moore, director, St. Louis, Mo.-based Purina Interactive North America, which has used FilmLoop to build the ‘Purina Incredible Dog Challenge,’ featuring some of the most clever dogs from its Dog Challenge event. ‘FilmLoop looks to be a winner, and we are aggressively developing applications that will deliver value to the

pet-owning population.’

TBS has also built a loop to promote Sex and the City, featuring photos of the characters in memorable outfits and images from classic scenes like Carrie sitting pensively in front of her computer.

FilmLoop is able to provide its advertisers with data such as impressions, clickthroughs and viral spread. Ads can be targeted by age, gender and geographic area. Current customized ad packages range in price from US$50,000 to US$100,000 per quarter, and FilmLoop plans to develop standard pricing at CPMs in line with current targeted Web media. The company has agreements with content providers such as AutoSpies.com, iStockphoto, Photobucket.com, Twentieth Century Fox, and the World Picture Network.

with files from Pia Musngi