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Advertising: Article

PointRoll Partners With On2 to Drive Macromedia Flash 8

Online Advertising Company Seeks Creative Platform

PointRoll is partnering with On2 Technologies to add Flash 8 video encoding capabilities to PointRoll video units. As part of the agreement, PointRoll is licensing On2's Flix Engine and Flix Pro toolsets to enable PointRoll to create and deliver the industry's highest quality Flash 8 video-enabled online advertisements.

PointRoll has served more than 29 billion ads over the past 12 months, 20 percent of which were video, making it the clear leader in rich media delivery. Since debuting its video ads in 2000, PointRoll has been known for ads that combine video with other interactive elements, such as downloads and data collection, to maximize value for both advertisers and consumers. Current offerings include expandable, full screen and interactive video formats.

"Advertisers are increasingly embracing the myriad possibilities of online video, going beyond the limits of television to create an interactive, engaging experience for consumers," said Keith Gelles, co-founder and chief technology officer of PointRoll. "On2 is widely considered the gold standard of digital video compression technology. As both the demand for and the sophistication of video advertising increases, On2 will help us ensure that our clients' brands stand out on the Web."

On2's Flash 8 video encoding technology allows video designers to leverage Macromedia Flash 8 video, which is rapidly becoming the Internet video format of choice for delivering high quality video online. This opens the doors to tremendous creative possibilities, the companies say.

"PointRoll powers some of the most creative video ads on the Web, and has helped drive the widespread adoption of online video ads among national brand advertisers," said Douglas McIntyre (pictured), chairman, president and chief executive officer of On2 Technologies. "By embracing Flash 8 video, PointRoll is catapulting online advertising into an entirely new category of innovative, far-reaching and highly targeted digital media communications. The On2 Flix Engine and Flix Pro tools will give
PointRoll the freedom to use the most sophisticated Flash 8 video format to create a valuable, seamless viewing experience."

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