Re: AM: The next Advertising on the Internet meeting
A number of other list members (Andrew Forbes, Jim Harmon, Karen Dredske,
and others) have made some specific comments about this notion, all of which
are worth reading. I'd like to take a broad perspective rather than dealing
with specific claims made supporting this notion.
The idea of blocking access to a site until an inserted full-screen ad is
loaded and displayed (let alone being inserted at time intervals) sounds
like a prescription for accelerating subscriber flight, rather than an
innovative new development, let alone the basis of a set of new patents. I
keep thinking I'm missing something here, but I haven't found it yet.
The company promoting this approach claims that banner displays don’t work.
But that conclusion is contradicted by substantial research (check out some
of it at www.iab.net ) . While a banner ad typically takes up only 10% of a
screen, it loads fairly quickly and persists fairly unobtrusively on the
screen while the other material is examined. The company literature
promoting full-screen ads acknowledges that theirs is an ‘intrusive type of
advertising’ and that ‘viewers may well not warm up to the idea of a full
page commercials (sic) every 10-15 minutes.’ The justification it puts
forward to address this doubt is to, effectively, say that nothing else
works and, besides, their approach has a low CPM. Hmm....
PS: I note that this website is not functional, and that – incredibly –
demos and reference sites can only be accessed by filling out a form (which
is supposedly restricted to ‘Press Only’). Hmm……
From: BilodeauA@aol.com <BilodeauA@aol.com>
To: firstname.lastname@example.org <email@example.com>
Date: Saturday, May 30, 1998 11:27 AM
Subject: Re: AM: The next Advertising on the Internet meeting
>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
>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
>advertisers, " commented Tom Amon, CEO of IC Systems in Santa Ana, Calif.
> But new technology has changed the face of Internet advertising forever.
>newly developed advertising technique, the IC (for Internet Commercial)
>Systems method, results in full-screen, broadcast-style advertisements on
>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.
>largest aggregate audience is on the Internet, " stated Curt Hutten,
>of IC Systems. "Lack of a broadcast-style medium on the Internet has
>the majors an opportunity to market to millions of viewers, users on the
>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
>screen television-style advertisements that are sought by leading marketers
>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
>majors have all but ignored Internet advertising due to the limitations of
> "A few minutes of television viewing or a quick thumb-through of a
>tells it all, " Amon commented. "Savvy marketers seek mediums that focus
>brand-identity, institutional-style ads that yield a lasting reminder of a
>product name or feature. That's what sells products and encourages
>to ask for specific brand names, " he stated.
> Explaining the many benefits of the IC Systems advertising methodology,
>said that, for starters, IC ads offer the lowest possible CPM available,
>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
> He explained that the IC ad technique is revolutionary in concept. "The
>unique system substantially controls the viewing process when a viewer
>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
> IC Systems satisfies a demand among major advertisers for a medium that
>effectively and efficiently achieve brand imaging, one that will offer a
>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
> "In today's advertising industry, about 60 percent of advertising is
>by major companies, such as Pepsi, Coca-Cola, Wal-Mart, Taco Bell,
>Sears and countless others. With the IC Systems full-screen,
>ads, the Internet as a medium is on a par with television and print ads. "
>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 -