MAM
Eyeblaster adds banner formats, features to rich media platform
NEW YORK: Eyeblaster, which claims to be the leader in rich media delivery and management, has announced the latest additions to its advanced technology platform. This is a new 100K downloaded banner, as well as an enhanced expandable banner.
An official release informs that this is one of the biggest industry improvements to flash banners since their inception and is a direct response to the desire of creative agencies to add more value to banner advertising by increasing interactivity.
Eyeblaster claims that its clients now have a full assortment of choices when preparing an online advertising campaign with access to seven popular rich media ad formats, including the new 100K polite banner, the enhanced expandable banner, floating ad, window ad (interstitial), commercial break (intromercial), full-page overlay and wallpaper ad. This upgrade, the latest in a series since the product was launched a couple of years ago, allows the same creative file to be easily configured in multiple formats.
All widely used rich media formats are supported by the Eyeblaster platform. The company has stated that with its new banner ads it has redefined the perceptions of what is possible with rich media. The new solutions balance advertisers’ increased creative needs with publishers’ concerns about the effect of heavy content on page download speed. These new banners, added to Eyeblaster’s existing formats, provide endless creative possibilities without sacrificing user experience.
New features in the upgrade include:
* 100K politely downloaded banner — The new rich media banner format allows up to 100K file sizes (standard banners typically 15K to 20K) and will not affect the loading speed of site pages, due to polite and sequential downloading, as well as Eye blaster’s proprietary file compression. As with all other formats, the 100K polite banner allows advanced event tracking and data capture.
* Enhanced expandable banner – The expandable banner upgrade now includes support for banners multiple expanding Flash panels and is easier for agencies to develop and manage, and for publishers to run.
* 300K window ad — This new 300K version of the current window ad format enables full support of rich media interstitial-type ad standards.
Coupled with Eyeblaster’s menu of ad formats is a platform offering a completely integrated ad creative approval system, as well as a customised interface for each role in the process-creative, media, or publisher.
According to Nielsen//NetRatings’ AdRelevance service, Eyeblaster is the number one branded rich media platform in the industry, and represents more ad campaign impressions than any other branded rich media technology provider. Eyeblaster reached more than 717 million impressions, or 42.4 per cent of the market, in the first quarter of the year including 53 per cent of all unique branded rich media ad units served.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
