Re: AM: The next Advertising on the Internet meeting
I filled the form out, and after doing soon was sent to a page
promising a demo etc "real soon now".
From: Terry Steichen <firstname.lastname@example.org>
To: email@example.com <firstname.lastname@example.org>
Date: Sunday, May 31, 1998 3:54 PM
Subject: 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
>are worth reading. I'd like to take a broad perspective rather than
>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
>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: email@example.com <firstname.lastname@example.org>
>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
>>the small banner ads. "This type of advertising, the narrow banner ads
>>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
>>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
>>industry and its trends-prompted IC Systems to develop a modern,
>>method. IC perfected an ingenious, patent-pending technique to achieve
>>screen television-style advertisements that are sought by leading
>>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.
>>said a user can't bypass the full-screen ad because of IC Systems' unique
>>commercial firewall protection, and that no special programming is
>> 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 -