Put your media buy where your mouth is: that's what Streaming Media did when it placed a cutting-edge ad for an upcoming convention in ICONOCAST. For a company that lives and breathes streaming technologies, it made perfect sense.

Streaming Media Marketing Director Peder Berg tells ICONOCAST he had a multi-pronged campaign goal: Provide conference information to a willing audience of marketers and drive registrations with a link to the Streaming Media site. Additionally, Berg wanted to promote streaming media by using technology representative of its conference content. And like most savvy marketers, Berg wanted an easy way for recipients to pass the ad to friends and keep the viral ball rolling.

Berg turned to full-service shop Whitespeed, who created a 3D Flash ad featuring original music that uses only a fraction of the bandwidth required by Internet video. Whitespeed founder and CEO Susan White tells ICONOCAST her firm counsels clients, such as Calvin