MediaPost: Volvo: Exclusively Online

Volvo has just launched a new campaign for its R series. The European ad campaign is running exclusively on the Internet and is using Flashtalking technology. Flashtalking creates very low bandwidth video for use within banner type ad units. (See samples here.)

According to Flashtalking managing director Paul Cunningham, this is sort of an anti-Eyeblaster approach to rich media. He contends (referring to a study) that the real reason overlay type ads are receiving high click through is because people are just trying to close the ad and clicking anywhere to do it.

What's more interesting than the technology here is that a car manufacturer is launching a vehicle on the Net and not all over television. The depressing thing is that it is just your typical "driver on a race track" spot. Is that all people really want to see in a car ad?