CReATION: eMPI speeds up downloading of Web ads

Technology that can download Web ads within seconds has been introduced in Asia, and its regional distributor - Hong Kong-based e-MPI - claims that it will make 'Net ads more effective than currently. Managing director of e-MPI Winnie To said that some banner ads could take 30 seconds or more to download which could be too long for cyber surfers. "People hate to wait but with the Onflow technology, files can be compressed to a very small size so the download time is faster," she told CReATION. Banners of 100K in size need a download time of about two minutes. Using Onflow, which was developed in the United States, would compress the banner to 28K and take just eight seconds to download, she added. "Because it's faster and because the technology has been developed to support rich media files, the click through rate is 15 per cent higher and there is more interactivity between the ad and the Internet user," Ms To said. Onflow Rich media technology is a technique that attempts to produce a visual experience, which is close to what can be seen on television. "Having better visuals help people's recall. They are pleasing to the eye and they generate curiosity. And it also goes without saying that high quality imagery improves the image of the brand." Ms To added that Onflow was so revolutionary that even people with the slower 28.8K modems could enjoy the faster downloads.

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