Companies using the 2.0 ads include: CBS SportsLine, DoubleClick, E! Online, GameSpot, Infoseek, Wired Digital, LookSmart, Lycos and Progressive Networks. Ad agencies signing up for the service include Anderson & Lembke for Microsoft Corp.; Messner Vetere Berger McNamee Schmetterer for Volvo Cars of North America, New Balance shoes and Philips Electronics; and Poppe Tyson/Silicon Valley for its client Webber-Stephens Products Co.
Enliven 2.0 has been widely embraced because it doesn't require plugins, and can easily adapt files created in Macromedia Director, and save them in the streaming Web format.
In addition to working with Narrative, Lycos announced that is was testing video ads using software from InterVU Corp. Included in Lycos' test of video, audio and interactive ads, are Microsoft, Budweiser, Volvo and Hewlett-Packard Co.
Copyright August 1997, Crain Communications Inc.