NETWORTHY: BEZERK

Published on .

The concept: Interstitial advertising

Technology: Proprietary software

The scoop: Berkeley Systems, creator of You Don't Know Jack the netshow and CD-ROM, has instituted TV-like spots for the nine sponsors of its online game network beZerk, including 7UP, Naya Water, Cuervo Gold and Saucony Running Shoes. The full-screen animated ads run between the rounds of trivia, just like commercials in regular TV programming. Rates run $140 per thousand impressions; impressions are usually sold in blocks of 100,000.

"Interstitial ads are a far better way to brand your product," said Chris Deyo, VP-marketing at Berkeley Systems. "They include sound and motion, unlike most banners."

Although Berkeley has yet to demonstrate the effectiveness of the ads, the company is now working on a major study that looks at recall levels and persuasiveness of full-screen ads in relation to other online formats, like banners.

Berkeley next month plans to launch another show called You Don't Know Jack Sports the netshow, which will have similar ad venues. The company is also working on developing promotional tie-ins for interested sponsors.

Where to find them: You Don't Know Jack, the netshow (http://www.bezerk.com).

Networthy previews cutting-edge Net marketing. If you spot cool ads or Web site innovations, e-mail Kim Cleland at kcleland@crain.com or Matt Carmichael at mattc@mcs.com.

In this article:
Most Popular