DoubleClick, OgilvyInteractive, and Yahoo! help jump-start drive to advance online ads at New York event

SYDNEY, Australia – 7 March 2003 - With support from industry leaders, Macromedia, Inc. (Nasdaq: MACR) has kicked off "The Online Advertising Experience Matters," a community initiative to create more effective online ad campaigns, better consumer perception, and increased adoption of online ads. At the Macromedia Flash Advertising Alliance (MFAA) sponsored Ad Experience Symposium in New York, industry leaders in online advertising including DoubleClick, FCBi, Gartner, iDeutsch, OgilvyInteractive, and Yahoo! will discuss how to improve the ad experience with industry colleagues from leading agencies, publishers, and technology providers.

"Online advertising provides a unique, critical way for customers to experience and interact with brands," said Rob Burgess, chairman and CEO, Macromedia. "Macromedia Flash is the technology of choice for advertisers and we are committed to working with MFAA members like DoubleClick, OgilvyInteractive, and Yahoo! to reduce the barriers to delivering great online ad experiences."

The MFAA, an organisation formed in 2001 with the goal of furthering growth of rich media advertising, now offers a new community presence for creatives, ad technology providers, and other advertising industry stakeholders at The site features a forum for members across the advertising ecosystem to facilitate an ongoing productive discussion on how to accelerate the growth of the online advertising industry. For example, the site is currently developing a collaborative document on ideas for delivering great online ad experiences.

The event in New York features Audrey Fleisher, creative director and senior partner for OgilvyInteractive, who will deliver, "Nostradamus on Advertising," a vision paper on online advertising. Other panelists include Fred Rubin, partner and director of iDeutsch and directDeutsch; Scott Spencer, product director, publisher products, DoubleClick, Inc.; Bill McCloskey, chairman, Emerging Interest; Kelly Kernaghan, senior vice president and managing director, FCBi; Denise Garcia, research director, GartnerG2; and David Riemer, vice president, marketing solutions, Yahoo!.

Macromedia and MFAA members believe great experiences build great businesses. Macromedia Flash is the leading way to deliver great online creative and emotional ad experiences that build meaningful relationships with consumers. Macromedia Flash has become the technology of choice for the ad industry, due to its ability to deliver flexible messaging that can more effectively convey information online. According to AdRelevance, a division of market research firm Nielsen/NetRatings, rich media online ad impressions rose from 1.5 percent of all online ad impressions in January 2002 to 7.5 percent in October 2002.

Experience matters. Macromedia, Inc. is motivated by the belief that great experiences build great businesses. Our software empowers millions of business users, developers, and designers to create and deliver effective, compelling, and memorable experiences - on the Internet, on fixed media, on wireless, and on digital devices. (

Industry Leaders Support Initiative to Enhance Online Advertising Experience


"DoubleClick fully supports improving the ad experience so that the industry can benefit from more effective online ad campaigns and a better consumer experience," said Doug Knopper, vice president and general manager, online advertising solutions, DoubleClick. "Through our partnership with Macromedia and the MFAA, DoubleClick is focused on the importance of building brands and is committed to increasing the efficiencies in the online advertising industry."


"The Macromedia Flash Advertising Alliance has been a galvanising force for increasing the adoption of rich media in the online advertising industry," said Bill McCloskey, chief executive of Emerging Internet, and chairman of the MFAA. "Our new web presence enables alliance members and the community to more easily interact and help define the future of this important space."


"With the growing tools available to actually measure not just how online advertising works, but how consumers engage with ads, we are better able to deliver brand communications that are more relevant and important to consumers," said Audrey Fleisher, creative director, OgilvyInteractive. "The new creative tools developed by the MFAA allow us to understand consumer online behavior, build lasting relationships with consumers and the brands, and quantify the success of online advertising."


"Yahoo! is focused on providing the maximum value for marketers while delivering the optimal experience for users," said David Riemer, vice president of marketing solutions, Yahoo!. "Ads that create a dynamic, interactive user experience enable the advertiser and the user to win. We're extremely focused on advancing creativity in online advertising to promote great online ad experiences, and it's imperative that our industry continues to work together with companies like Macromedia to make this happen."


Copyright 2003 Macromedia, Inc. All rights reserved. Macromedia, the Macromedia logo, and Macromedia Flash are trademarks or registered trademarks of Macromedia, Inc., which may be registered in the United States and internationally. Other product or service names mentioned herein are the trademarks of their respective owners.