Re: AM: The next Advertising on the Internet meeting
I think it will depend a lot on the content being sought. If a 30-second ad
appears before what would otherwise be a pay-for-view site such as the Oxford
English Dictionary or comprehensive Dunn & Bradstreet company files, then sure,
I'll tolorate it and might even follow the ad and buy the product. On the other
hand, if a 2-minute ad pops up ahead of a site with only marginal interest or
value to me, I'll (a) move right on to another site and (b) develop some internal
antipathy (resistance to buy from) toward the company/product advertising and,
perhaps, the site I was attempting to access.
(I wonder if they plan any sort of Cookie that would allow second or subsequent
visits to the site to bypass the ad.)
One effective application of the technology might be used by Dominos or Pizza Hut
where the ad could include a control that would bring up an order screen allowing
the visitor to order a home delivery before moving onto the site content.
Fast food has an known appeal to the 'typical' Internet user, so that might be an
effective application of the technology. Whether it would do Macys or Clyde's
Cesspools any good, that's another question.
> 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:
> 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 -