WHERE TO FIND IT: weather.com and others
CRITIQUE: If you think of yourself as a consumer, you should be very afraid of the new banners being produced by Narrative Communications with their Enliven technology. These little "ads" allow you to plunk in your credit card number without ever leaving the site you're on. Marketing efforts that use the Internet to expedite the process of getting their product into the consumer's hands impress us and make us fearful for our already-topped-out credit limits.
Another new kind of Enliven banner allows users to print literature or coupons from within the banner, which works well for marketers not set up for direct sales.
1-800-Flowers and Godiva, which thrive on impulse, are capitalizing on the Mother's Day season with these banners and creative such as, "There may be only one thing stronger than a mother's love for her children: her love for Godiva."
These ads are clever, reasonably compact and extremely functional, which is the real triathlon of Web marketing.
On the down side, these Java-based ads are not cross-platform. Compatibility issues are important to the Cybercritique staff, as they should be to all marketers who don't like narrowing their potential consumer base. However, we're assured that the reason these ads won't work on a Mac is, sadly, a function of the Mac itself so we won't gripe too hard.
WHO CREATED IT: Narrative Communications, Waltham, Mass.