Best Technology Rich Media Online Ad

Progress Software embarked upon a large-scale branding campaign in 2009 to establish a strong identity unifying all of their products/services. The goal of this campaign was to position Progress as a leader in IT software and solutions in the B2B space. One component of this campaign was an outreach to top IT bloggers in the IT space. In addition, Progress wanted to launch a rich media banner ad that "no one had ever done before". Overdrive decided to combine these two campaign components to create The Progress Video Blogger Forum. The target audience is key BT and IT decision makers in large organizations. Overdrive reached out to top bloggers, and chose five to interview on camera for placement in this banner. The bloggers were asked about trends in IT and about "operational responsiveness"- a major component of Progress's branding campaign. Their responses were filmed, edited and placed in the banner. The banner also clicks through to Progress's YouTube channel and a Progress microsite, and allows users to post links to the videos on their Twitter, blog, or website. It also allows users to download a Progress whitepaper. The Progress Video Blogger Forum addressed all of the client's needs for the branding campaign and is already achieving success in early results. The average 100% completion rate across all five videos is over 11%, and the Interaction Rate is over 9.5%. We expect to see continued success with this ad unit for the remainder of the media buy.

Contributors:

Director, Corporate and Marketing Communications:	John Stewart
Chief Marketing Officer:	Gary Conway
Sr. Manager, Web Marketing:	Michael Katz
Senior Account Director:	David Gibson
Account Executive:	Melanie D'Acchioli
Media Planner:	Barb Wojslawowicz
Senior Flash Developer:	Nathan Wray
Senior Interactive Designer:	Andrea Testa

OVERDRIVE INTERACTIVE

Location: USA