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The Online Advertising Experience Matters

The Online Advertising Experience Matters

AUCKLAND, New Zealand - 7 March 2003 - With support from industry leaders, Macromedia, Inc. (Nasdaq: MACR) has kicked off "The Online Advertising Experience Matters," a community initiative to create more effective online ad campaigns, better consumer perception, and increased adoption of online ads. At the Macromedia Flash Advertising Alliance (MFAA) sponsored Ad Experience Symposium in New York, industry leaders in online advertising including DoubleClick, FCBi, Gartner, iDeutsch, OgilvyInteractive, and Yahoo! will discuss how to improve the ad experience with industry colleagues from leading agencies, publishers, and technology providers.

"Online advertising provides a unique, critical way for customers to experience and interact with brands," said Rob Burgess, chairman and CEO, Macromedia. "Macromedia Flash is the technology of choice for advertisers and we are committed to working with MFAA members like DoubleClick, OgilvyInteractive, and Yahoo! to reduce the barriers to delivering great online ad experiences."

The MFAA, an organisation formed in 2001 with the goal of furthering growth of rich media advertising, now offers a new community presence for creatives, ad technology providers, and other advertising industry stakeholders at The site features a forum for members across the advertising ecosystem to facilitate an ongoing productive discussion on how to accelerate the growth of the online advertising industry. For example, the site is currently developing a collaborative document on ideas for delivering great online ad experiences.

The event in New York features Audrey Fleisher, creative director and senior partner for OgilvyInteractive, who will deliver, "Nostradamus on Advertising," a vision paper on online advertising. Other panelists include Fred Rubin, partner and director of iDeutsch and directDeutsch; Scott Spencer, product director, publisher products, DoubleClick, Inc.; Bill McCloskey, chairman, Emerging Interest; Kelly Kernaghan, senior vice president and managing director, FCBi; Denise Garcia, research director, GartnerG2; and David Riemer, vice president, marketing solutions, Yahoo!.

Macromedia and MFAA members believe great experiences build great businesses. Macromedia Flash is the leading way to deliver great online creative and emotional ad experiences that build meaningful relationships with consumers. Macromedia Flash has become the technology of choice for the ad industry, due to its ability to deliver flexible messaging that can more effectively convey information online. According to AdRelevance, a division of market research firm Nielsen/NetRatings, rich media online ad impressions rose from 1.5 percent of all online ad impressions in January 2002 to 7.5 percent in October 2002.

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