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Re: AM: The next Advertising on the Internet meeting

To:     ad-market@netpreneur.org
Subject:     Re: AM: The next Advertising on the Internet meeting
From:     BilodeauA@aol.com
Date:     Sat, 30 May 1998 10:40:22 EDT

Hi folks, 

I'll pass this on without comment.  What do you think of the concept?

- Anne Zieger


 *****************  
 Press Bulletin  
 *****************  
  
 FOR IMMEDIATE RELEASE  
 see also:
>http://www.icimpact.com
  
  
 Major Fast-food Chain To Premiere Full-screen Internet Ads  
 
  At one time or another, web surfers have probably noticed the absence of
national brand advertising on the Internet. The answer to their curiosity can
be traced to the limitations of current space availability on the Internet,
the small banner ads.  "This type of advertising, the narrow banner ads and
the click-through methodology common to them, is not appealing to major brand
advertisers, " commented Tom Amon, CEO of IC Systems in Santa Ana, Calif.  
  
  But new technology has changed the face of Internet advertising forever. A
newly developed advertising technique, the IC (for Internet Commercial)
Systems method, results in full-screen, broadcast-style advertisements on the
Internet. The first to premiere the ads is a national fast-food chain whose
advertising message will be delivered to a full universe of customers.  "The
largest aggregate audience is on the Internet, " stated Curt Hutten, President
of IC Systems.  "Lack of a broadcast-style medium on the Internet has denied
the majors an opportunity to market to millions of viewers, users on the 'Net.
Until now. "  
  
  The restrictions imposed by banner ads-and a knowledge of the advertising
industry and its trends-prompted IC Systems to develop a modern, innovative
method. IC perfected an ingenious, patent-pending technique to achieve full-
screen television-style advertisements that are sought by leading marketers of
soft drinks, fast-food restaurants, national department stores, mass
merchandiser chains and other principal institutional-type advertisers.  
  
   "The Internet can now cater to and accommodate the 60 percent of
advertisers in most print and electronic mediums, " Amon said, noting that the
majors have all but ignored Internet advertising due to the limitations of
banner ads.     
  
   "A few minutes of television viewing or a quick thumb-through of a magazine
tells it all, " Amon commented.  "Savvy marketers seek mediums that focus on
brand-identity, institutional-style ads that yield a lasting reminder of a
product name or feature. That's what sells products and encourages customers
to ask for specific brand names, " he stated.  
  
  Explaining the many benefits of the IC Systems advertising methodology, Amon
said that, for starters, IC ads offer the lowest possible CPM available, the
full universe of customers who are known to maintain product allegiance. He
said a user can't bypass the full-screen ad because of IC Systems' unique
commercial firewall protection, and that no special programming is required to
existing content.  
  
  He explained that the IC ad technique is revolutionary in concept.  "The
unique system substantially controls the viewing process when a viewer links
to an IC-controlled site. Before selected content can be accessed, a
commercial message is displayed in a full-screen format. After the full
commercial message has been executed, the user's intended content appears on
-screen. "  
  
  IC Systems satisfies a demand among major advertisers for a medium that will
effectively and efficiently achieve brand imaging, one that will offer a low
CPM.  "We'll attract the largest aggregate audience possible, " Amon said.
"At long last a modern Internet advertising model is available to large
companies that prefer institutional style ads to enhance brand image, an
ongoing challenge.  
  
   "In today's advertising industry, about 60 percent of advertising is placed
by major companies, such as Pepsi, Coca-Cola, Wal-Mart, Taco Bell, McDonald's,
Sears and countless others. With the IC Systems full-screen, broadcast-style
ads, the Internet as a medium is on a par with television and print ads. " In
fact, Amon explained, advertisers now have the ability to coordinate ad
campaigns between television and the Internet or vice versa.  
  
 For additional editorial materials including graphic materials contact :
 IC Systems, Inc.  phone:  714/542-0558  fax: 714/542-0432   -
http://www.icimpact.com  



Replies
AM: Re: Fulls-screen/force fed web ads, Brian Alpert
Re: AM: The next Advertising on the Internet meeting, Jim Harmon
Re: AM: The next Advertising on the Internet meeting, Daniel B. Nickell

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