Excite@Home's Enliven business unit introduced Enliven Effect, a product that helps advertisers create banners with functionality such as the ability to print out the ad or expand the ad to a larger size. The banners are designed for advertisers that usually run GIF-based campaigns. Hewlett-Packard Co. created a co-op advertising program to encourage the use of Enliven Effect. The company plans to sponsor the creative and production costs for about 25 advertisers that integrate the print feature in an Enliven Effect ad.
Copyright May 2000, Crain Communications Inc.