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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:     "Andrew Forbes" <andrew.forbes@redbridge.com>
Date:     Sun, 31 May 1998 18:02:00 -0400

Terry:

I filled the form out, and after doing soon was sent to a page
promising a demo etc "real soon now".

Andy Forbes

-----Original Message-----
From: Terry Steichen <tjs@huskynet.com>
To: ad-market@netpreneur.org <ad-market@netpreneur.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
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....
>
>Terry Steichen
>
>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……
>
>
>-----Original Message-----
>From: BilodeauA@aol.com <BilodeauA@aol.com>
>To: ad-market@netpreneur.org <ad-market@netpreneur.org>
>Date: Saturday, May 30, 1998 11:27 AM
>Subject: Re: AM: The next Advertising on the Internet meeting
>
>
>>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
>>
>>
>


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