Designed specifically for national retail chains, DoubleClick's Online Circular feature turns traditional print advertisements into targeted rich media ads highlighting retail products and their local prices. This feature offers retailers a highly customizable, cost effective and efficient way to drive customers into local stores. The feature pulls existing data used for in-store circulars into a rich media unit, allowing the unit to be distributed to millions of local shoppers on the Internet. Creatively, the ad may contain a strong brand message alongside local store promotions that drive shoppers to stores. Like all DoubleClick Rich Media units, these ads are highly measurable and are backed by metrics that are IAB-compliant and MRC certified.

• Retailers can launch a national campaign that drives store traffic locally
• Print promotions are extended cost-effectively to online shoppers, 93% of which buy in-store
• The dynamic data in the ads achieve high interaction rates and interaction times
• Local offers are immediately relevant to the audience
• A wide selection of additional features can be included in the rich media ad, including viral features such as send-to-a-friend
• DART ad serving enables advertisers to target geographically, demographically and behaviorally

DoubleClick provides reports on an extensive list of metrics for Online Circular ads to help you judge the in-store impact of your rich media campaign. All campaigns include metrics on standard activities like impressions, clicks to site, ad unit engagements and time engaged. Additionally, metrics specific to the ad's features are available. These additional metrics include number of times sent to a friend, emails collected, store locations viewed, coupons printed, items placed on a shopping list, keywords and categories selected, search terms used within the ad and/or hot buys selected.

Online Circular ads provide an informative and engaging experience for consumers. The following is an example of how it works:

1. The user visits the web and receives a targeted Online Circular ad
2. The user sees the initial creative, which includes a strong brand message and a call to action to mouse over the ad
3. The ad expands into an expansion panel that can be interacted with. The expansion panel promotes items specific to the nearest store, complete with local prices, in a rich media interface that can be browsed and/or searched
4. The user has the opportunity to interact with any of the included features. For example, a user may print a coupon and a map to the store
5. If the user's mouse moves off the expansion panel, the ad retracts to its original placement and continues to display the original creative