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Discovery Channel "Sinks Teeth" into Shark Week with Unicast"s Video Commercial

Entertainment network selects video with companion interactivity to highlight programming and drive traffic to Shark Week fansite

Best Web Hosting New York, NY July 26, 2004 Unicast, a pioneer in the online advertising solutions industry, today announced that Discovery Channel will use the Video Commercial with companion interactivity to promote Shark Week. The online spot, which combines Discovery Channels television ad campaign with custom Flash interactivity, will run from July 21 to 25 on ESPN.com, SI.com, and TVGuide.com.
The Shark Week fansite within the Discovery Channel Web site is packed with exciting content and unique interactive features, said Sara Moscowitz, Media Director, Discovery Channel. A perfect compliment to our traditional Television campaign to promote Shark Week, Unicasts Video Commercial format makes it possible for us to present a consistent broadcast [video] message online and enhance it with interactivity including immediate calls-to-consumer action. Most important, the Video Commercial spots are highly effective at driving audience click through and they wont sacrifice the creative acumen that ties the overall, cross-media campaign together.

Shark Week is in full breach this week over at the Discovery Channel. In fact, they’re celebrating Shark Week’s 20th Anniversary with a host of cool features. time shark tracking and virtual shark dives (hey, who wouldn’t want to do that from their chair ), Discovery’s online video editing suite is filled to the gills with awesome shark footage. Editing your own cut with music, sound effects, graphics and transitions is a little cumbersome with the Shark Week Video Remixer, but it’s really fun. Oh, and the best part is watching and sharing your edit with tons of other video editors and shark fans, right in the site.

Top Web Hosting Discovery Channel first began relying on Unicast formats last July, using the Full-Screen Superstitial for Shark Week 2003. Since that time, the leading programmer, along with partner stations in the Discovery Networks family, has consistently employed Unicast formats to support its major broadcasting campaigns. Shark Week 2004 delivers viewers a new shark-related program every night, starting with Primal Scream, the true account of an underwater photographer who survived a vicious shark attack during a diving expedition to the Galapagos Islands.

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Web Hosting Companies Advertisers such as Discovery Channel, whose overall target audience consumes a variety of media, can take advantage of the unique formats available online that let them communicate more customized information to online consumers, said Damon Burrell, Group Account Director, Itraffic. At the same time, our clients want their messaging and brand flavor to remain consistent across all media. We can fulfill both of these objectives simultaneously for our clients using the Video Commercial. Itraffic fully expects to rely on the Video Commercial for client campaigns across multiple networks moving forward.

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Web Site Design And Hosting Located at the Discovery Channel Web site, the Shark Week fansite (http://dsc.discovery.com/convergence/sharkweek/sharkweek.html) contains an array of interactive features including photo and video galleries, puzzles, games, quizzes, and a world map showing where sharks have attacked humans. The Video Commercial provides consumers with an immediate opportunity to launch the Shark Week fansite with Flash imagery on the right side of the full-screen spot. To the left, 30-frame-per-second video is playing to promote the show, Primal Scream, which airs Sunday, July 25 at 8:00 pm ET, kicking off Shark Week.

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Email Web Hosting About Discovery Communications
Discovery Communications, Inc. (DCI) is the leading global real-world media and entertainment company. DCI has grown from its core property, the Discovery Channel, first launched in the United States in 1985, to current global operations in 152 countries with 180 million total subscribers. DCI's programming is tailored to the specific needs of viewers around the globe, and distributed through 77 separate feeds in 33 languages. DCI's 33 networks of distinctive programming represent 14 entertainment brands including TLC, Animal Planet, Travel Channel, Discovery Health Channel, Discovery Kids, and a family of digital channels. DCI's other properties consist of Discovery.com and 165 Discovery Channel retail stores. DCI also distributes BBC America in the United States.

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Web Hosting Plans About Unicasts Video Commercial.
The Video Commercial is a fully interactive, 2MB, 15 to 30-second ad unit, which plays pure digital video at a rate of 30 frames per second up to eight times faster than traditional broadband video. The Video Commercial is delivered via Unicasts patented, pre-cached (non-streaming) delivery method, so that ads play perfectly/without delay for every consumer all of the time regardless of bandwidth, Internet connections or the Web site they are on. Video Commercials exhibit television-quality, allowing advertisers to build fully interactive ad campaigns that leverage their valuable offline creative assets, and providing Web publishers with a demanded ad unit, which advertisers will equate with traditional media.

Web And Email Hosting About Unicast
Unicast is an online advertising solutions provider, which provides a comprehensive Online Format Suite to over 1400 site and network partners and 650 agency and advertiser customers. Unicast acts on behalf of both the buyers and sellers of online advertising, developing products and service enhancements to ensure that all of their online advertising needs are fulfilled through one central source. Unicast is based in New York City with offices in Chicago, Los Angeles, Brazil, Hong Kong and London. More information on Unicast and its Online Format Suite can be found at www.unicast.com.

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