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Unicast: Business marketers seek audio, video pitches

Published on .

New York--Unicast, which is leading the charge toward Internet superstitial advertisements, said Tuesday it landed several major business accounts last quarter. Agilent Technologies, Nextel Communications, Hewlett-Packard Co. and British Airways were among the business-to-business campaigns using Unicast technology, which delivers pre-loaded audio and video advertising to computers without making the recipient wait. Allie Shaw, VP-marketing for Unicast, said the New York-based technology and creative advertising services firm is gaining traction in b-to-b because marketers ``need ways to get more energy and promotion under their brand equity'' than is possible with static campaigns. Available for less than a year, the superstitial format will be used for 50 of its campaigns in the first quarter of 2000, Ms. Shaw said.
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