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Doubleclick & Macromedia Rich Media Product

Doubleclick & Macromedia Launch New Rich Media Product

Media Release

Doubleclick and Macromedia launch new rich media product, DART Motif Solution allows advertisers and publishers to streamline rich media advertising process

AUCKLAND New Zealand - 15 July 2003 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of tools for advertisers, web publishers and direct marketers, and Macromedia (Nasdaq: MACR), announced the availability of its joint rich media product, DART Motif, an integrated solution for creating, trafficking, deploying and reporting on rich media ads. Created by integrating Macromedia Flash MX with DART ad management solutions, DART Motif enables web publishers, advertisers and agencies to simplify and save time at every step of the rich media process. Macromedia Flash MX is the solution for developing highly visual interactive content and applications that deliver breakthrough experiences with significant return on investment.

Over thirty publishers, advertisers, and agencies, including Beyond Interactive; Digitas; Lycos, Inc. (U.S.); MTV; OMD Digital; RealNetworks; Starcom IP, Universal McCann Interactive; Washington Post; as well as some of the top portals and ISPs, are currently equipped to use this product. These companies expect to benefit from increased efficiency, avoidance of errors, improved campaign performance and centralised reporting. The new solution has proved to reduce the time it takes to deliver a rich media campaign from around two weeks to just two days.

"DART Motif addresses the fundamental challenges of rich media execution," said Doug Knopper, vice president and general manager, online advertising solutions, DoubleClick. "With DART Motif it is easier to create, deploy and report on almost all types of rich media, reducing the associated time and cost of getting these highly responsive advertisements active across multiple sites."

Through the use of the Macromedia Motif Ad Kit, DART Motif enables complex creative authoring using integrated tools. DART Motif also provides templates for common ad formats.

"DART Motif will streamline the process of creating and delivering rich media ads for our joint customers," said Norm Meyrowitz, president of products, Macromedia. "Macromedia Flash is already the proven, most effective way to communicate advertising information online. Integrating our authoring tool with DoubleClick DART infrastructure, provides a more efficient and productive solution for advertisers, agencies, and publishers."

Ad Creation

As DART Motif is an ad type within the Macromedia Flash application, designers can leverage the flexibility of the Macromedia Flash authoring environment to create sophisticated online ads rich with sound, video and interactivity, and then package them into standard rich media ad formats for easy delivery. Both the ad designer and the traffickers can preview the ad in context on the target page and make on the fly changes before trafficking the ad to the site, saving the days of back-and-forth usually needed.

"The online world has long awaited the moment for a rich media solution that would bring efficiency and ubiquity into the marketplace," said Jeff Minsky, east coast media director, OMD Digital. "The launch of DoubleClick's DART Motif product has changed that. This product will allow us to focus on the creative aspect of rich media and not numerous steps currently needed to deploy a rich media campaign."


DART Motif dramatically reduces steps and resources in each stage of the trafficking process. By using this product, the ad designer can specify the desired ad tracking and actions without the need to know about complex click tracking commands or scripting language. DART Motif actually converts the designer's calls into code that works with the ad serving platform. In addition, non-DART publishers can easily serve DART Motif ads on their site with the ability to pick-up tags at a dedicated portal.

"Motif is a natural extension of the ad serving solution that DoubleClick DART provides to us," said Doug Wintz, vice president, digital media solutions, Lycos, Inc. (U.S.). "We look forward to the use of the Motif rich media application for the same reasons we use their core service: flexibility, consistency, and reliability."


DART Motif reporting includes the same reporting metrics available in the DART products, including impressions and clicks; post-click and post-impression activities; unique users; Advanced Reports, and more. This centralised reporting function will allow advertisers to view results of rich media and non-rich media campaigns side-by-side.

"One of the largest barriers to the growth of online advertising has always been the complexity," said Brian Monahan, interactive media director, Universal McCann Interactive - San Francisco. "DoubleClick provides efficient, innovative marketing solutions and we expect the Motif product to be another example of a tool that will allow us to simplify the online advertising process."

Multi-event reporting, including load movies, ad interaction time, and ad display time, will be available in November, and will also be integrated into DART. These metrics will help advertisers understand the brand impact of their rich media advertising as well as user behaviour.

In connection with the launch of Motif, DoubleClick has authored a whitepaper on rich media that details effectiveness metrics, advertiser usage, and sites that feature high volumes of rich media. This paper, as well as additional information on the DART Motif product, can be found at

About DoubleClick Inc.

DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyse their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 21 offices around the world.


Experience matters. Macromedia is motivated by the belief that great experiences build great businesses. Our software empowers millions of business users, developers, and designers to create and deliver effective, compelling, and memorable experiences - on the Internet, on fixed media, on wireless, and on digital devices.


Copyright 2003 Macromedia, Inc. All rights reserved. Macromedia, the Macromedia logo, and Macromedia Flash are trademarks or registered trademarks of Macromedia, Inc., which may be registered in the United States and internationally. Other product or service names mentioned herein are the trademarks of their respective owners.

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