The Superstitial 300 ad format allows agencies to get more creative with their online campaigns because the 300 is capable of playing 30 seconds of full-motion audio/video files up to 300K in size. That is a major improvement over the current Superstitial 100, which allows only 20 seconds of play time with a 100K-sized file.
Web sites and ad networks license the Superstitial format. They in turn sell the Superstitials for campaigns to agencies and advertisers.
Currently, Vivendi Universal's Universal Pictures is using the Superstitial 300 to promote its film A Beautiful Mind on the Excite network of Web sites. Universal agency DDB Entertainment, Los Angeles, handles.
The Diamond Trading Company's DeBeers has also experimented with the 300.
Allie Shaw, vice president of global marketing for Unicast, said that nearly 50% of the more than 350 agencies and advertisers that regularly run Unicast's Superstitial campaigns said they would probably upgrade to the new format.