NEW YORK (US): itraffic, the interactive marketing and advertising subsidiary of AGENCY.COM Ltd, has been selected by Discovery Networks, US to develop 13 online advertising campaigns.

The online ads will be used to promote various programmes on the Discovery Channel, TLC, Animal Planet and Discovery Kids. According to an oficial release, this project marks the continuation of a successful business partnership between itraffic and Discovery Networks, dating back to 1999. For this latest project, Discovery Networks engaged itraffic to generate a range of online advertising initiatives for a number of television programmes. Each campaign will draw on itraffic's expertise with an array of dynamic advertising features, including banners, skyscrapers and eyeblaster/DHTML technologies that take over web pages for significant impact.

The first campaign launched on 24 July with online ads for Animal Planet, followed by creative promotions for Celebrity Shark Week on the Discovery Channel. The latest promotion is for the TLC hit show, Trading Spaces. Utilising eyeblaster, the Trading Spaces promotion depicts a paintbrush painting Web browsers red, which then dissolves into the newly decorated room with an audio clip of the owner's reaction. Another beyond-the-banner execution involves a banner that lets users design their own room and receive a rating on their design taste. itraffic will also develop a number of other innovative online promotions for other Discovery Networks programmes including Surprise By Design, Junkyard Wars and programming on Discovery Kids' Saturday Morning Block on NBC, which launches 5 October.