Martin Betoni

Martin Betoni, creative director at PointRoll, an online advertising firm in Conshohocken, Pa., says rich media provides a cost-effective way for startups and other small businesses who are new to online advertising to engage and motivate new customers with expanding online ads.

"It allows lower-cost options to build a brand, rather than something traditional like TV commercials," Betoni says.

Martin Betoni, Art Director at PointRoll, believes "it's a misconception to say that because a company is an online company it's easy to change the brand, because you can change it on the web site and suddenly it's different."Instead, Betoni feels that online branders are being unfairly stigmatized as willing to change their images at the drop of that proverbial hat.

"I think both on the front side or the prep side there's a lot of thought that goes into actually taking the step to change a name like that or alter a brand that way," Betoni says.

Martin Betoni

Mid Atlantic Region

Martin Betoni is art director at PointRoll (www.pointroll.com).He co-founded a creative firm specializing in Flash as the technology emerged in 1998, and has been on the front lines of online advertising ever since.Betoni leads PointRoll's creative team, drawing on his background in photography and several years in the trenches (PointRoll, CG Interactive, Rosenbluth International and Realtime Media) developing campaigns for America Online, Microsoft, L'Oreal, GM and other major advertisers.He regularly speaks at industry events, including the Battle for the Heart Creative road show.

"Each specific site has its own specs for what it'll accept," says Martin Betoni, campaign art director of Pointroll.

by Martin Betoni, Sunday, Feb 12, 2006 11:51 PM EST
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Martin Betoni is art director of PointRoll.

"The expandable format allows them to meet those requirements without breaking the integrity of their creative," said Martin Betoni, art director at PointRoll.

"Online ads increasingly function as a destination for online users, instead of as a doorway to a Web site," said Martin Betoni, PointRoll's art director.

"Online ads increasingly function as a destination for online users, instead of as a doorway to a Web site," said Martin Betoni, PointRoll's art director.

Martin Betoni, Creative Director, PointRoll

When you start to tap into those possibilities, it's easy to see why the creative vision increasingly determines the media buy, and not the other way around," says Martin Betoni, art director, PointRoll.