A New York start-up, which intends to bring television style adverts to the Web, demonstrated its animated advertisements at the opening of Internet World in Chicago this week.
KMGI designs adverts that incorporate audio and animation and last between five seconds and one minute. The ads appear as Web surfers click between pages presented by content providers such as MSNBC, America Online and the New York Post.
Alexandre Konanykhine, KMGI's president, said the company’s ads differed from traditional banner ones because they were not static. Its animations also used vector based graphics instead of pixels because this required less bandwidth.
Pixels tell the computer how many dots make up an image that requires a lot of processing power, but vector graphics describe the shapes within the animation and how they should appear, he explained. He added that KMGI’s ads could be supported by modems that ran as slow as 14.4Kbps.
But Konanykhine acknowledged that the biggest challenge the firm had faced was to wean illustrators away from using pixels to vector based graphics, and he added that KMGI took up to three months to train its creative people.
He said: "At the moment, the only vehicle for online advertising is banner ads and noone notices banner ads anymore - companies are even advertising their Web sites in print newspapers. This is not effective, so we have take TV style advertisements to the Internet." He claimed the Web advertisement market would be worth $100 billion by 2004, up from $2 billion today.
Intel has just asked KMGI to come up with ideas to advertise its Pentium III chip and it is also working on a one minute trailer for a forthcoming animation movie. It costs organisations between $2,000 and $50,000 to have a 'Webmercial' made compared with $300,000 for a traditional TV ad.
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