Online advertising company DoubleClick says it has partnered with interactive-messaging provider Radical Communication to add sound and images to e-mail promotions. Under the deal, marketers using DoubleClick's e-mail services will be able to send audio and video in their messages. Marina Del Rey, Calif.-based Radical Communication provides the software for streaming audio and video directly into the body of an e-mail without requiring the recipient to launch a Web browser, download any executable files, or pre-install media players or plug-ins.
DoubleClick recently has been building up its e-mail marketing division. In February, the New York-based company announced plans to acquire FloNetwork, an e-mail marketing-technology maker, in a cash-and-stock deal. It completed that purchase last week. Financial terms of the deal were not disclosed.