The race for broadcast-quality vs. broadband quality advertising increases with Unicast’s roll out of a second version of the Video Commercial just four months after the format’s debut.

The newest version more closely unites Flash interactivity with full-screen, broadcast-quality video and will be available to the market in mid-June. The Video Commercial with companion interactivity is the first broadcast-quality (vs. broadband quality) online ad format that allows for side-by-side unlimited interactive experiences with advertisers’ television/video assets.

Currently agencies such as Avenue A, Ogilvy Interactive, and RPA are developing campaigns for advertisers using Unicast’s latest version of the Video Commercial. Campaigns are expected to go live in mid-June, concurrent to the general market release of the new Video Commercial unit. Ads will be viewable on websites such as ABCNews.com, About.com, AccuWeather, AtomFilms.com, BusinessWeek Online, Discovery iMedia, EA.com, ESPN.com, Forbes.com, FoxSports, iVillage, Lycos, MSN, SportsLine, and Tribune Interactive.

"Unicast’s Video Commercial is a key tool in helping our clients grow their online investments, because it allows them to use creative they believe in and trust online," said Edmund Purcell, management supervisor at RPA. "The latest version of the Video Commercial, which integrates side-by-side broadcast-quality video and full Flash interactivity, presents our clients with even further flexibility and opportunity for their online campaigns."

Last January, Unicast introduced the original Video Commercial in a six-week beta program in which five major advertisers bought 100 million impressions across 15 leading Web sites.

"Unicast has built its business on consistently providing ad formats that incorporate its advanced technology so advertisers and their agencies can take full advantage of the Web’s unique interactive capabilities," said Richard Hopple, Unicast Chairman and CEO. "The Video Commercial with companion interactivity extends this tradition by ushering in the first generation of truly ‘interactive’ Television advertising. Never before has a single ad unit been able to unite advertisers’ brand and direct response objectives in so compelling a manner."