MAM
SF Interactive launches rich media Ad3 platform
SAN FRANCISCO: SF Interactive (SFI), a pioneering interactive marketing agency, has announced the launch of its proprietary Ad3 (“Ad Cube”) platform. The new ad unit acts as a multi-dimensional, interactive advertising and branding environment that allows online viewers to interact with strategic marketing content in uniquely engaging and fully-measurable ways.
An official release informs that the Ad3 unit houses video, sound, 3D animation, and text-based documents and content — stimulating longer viewer interaction and stronger branding implications.
The Ad3 unit meets all standard IAB size requirements and provides a much more robust marketing vehicle because of the quantity and quality of the rich media it contains. It acts as a mini-website, with content accessed through simple, point and click user interfaces that keep viewers on-site longer, instead of redirecting them to other sites via click-throughs typically associated with banner ads, pop-ups and interstitials.
SFI’s President Bruce Carlisle was quoted as saying: “Marketers have been searching for a multi-purpose branding vehicle that extends, re-purposes and integrates rich media content developed for their marketing, advertising, sales and business development programmes. The Ad3 is a revolutionary new advertising platform that allows advertisers to enhance brands, generate leads, and measure viewer actions with precise Return on Investment (ROI) tracking tools.”
SFI states that it has already deployed the Ad3 for several clients including Cisco, VeriSign and Quantum. It is in active pursuit of contracting with leading online publishers to have them adopt the technology platform and offer it to all advertisers as a new ad unit format.
VeriSign says that it learnt a lot from its first Ad3 execution. Now the company is enhancing it with a downloadable white paper and an interactive FAQ (frequently asked questions) to provide online viewers with deeper product knowledge right at the point of interaction.
With only a 25 KB footprint, high-speed serving solution, and full tracking and measurement capabilities provided by third-party BlueStreak, the Ad3 allows publishers to accept advertising with up to 50 megabytes of information content. In some tests of the Ad3, interactivity has exceeded publisher norms by as much as 400 per cent.
SF Interactive constantly innovates in the rapidly evolving art and science of online marketing. The agency offers a broad-based, fully integrated practice focusing on interactive marketing and media strategy, online media services, direct email, data analytics and Web development.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
