Audi unveils first rich media offer for China drivers

Supporting Audi's Driving Experience Programme (ADE), the banners invite drivers to join a one-day course to learn advanced driving skills, and are featured on Sina.com.cn. OgilvyOne senior consultant Richard Wang said the use of Eyeblaster rich media technology was necessary to meet the evolving needs of the marketplace. "We found that it has reached a tipping point in China," said Wang. "The publishers want to find a higher revenue from advertising, agencies want better creative and clients want to drive more leads online." By using rich media, Wang believes that the brand experience online can become considerably more interactive. "The problem with banners is that the file size is very limited. We need to provide an exciting new experience."