Various news items...

Cliff Kurtzman (cliff.kurtzman_at_tenagra.com)
Thu, 29 Aug 1996 11:01:39 -0600

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>From the news wires:

Internet Advertising Bureau (IAB) announced that they topped the seventy
member mark. They will hold a meeting at the Fall Internet World in New
York. IAB bills itself as a trade association whose general member
companies are actively engaged in the sale of advertising delivered over
the Internet. Source: Business Wire

Do any of our list members have experience in working with them?

===================

New research findings from DoubleClick were announced. The research was
designed to determine the relationship between frequency and response in
banner impressions among Internet users, and revealed four significant
findings overall:

-- The point of maximum impression for Internet users, or "The Sweet Spot,"
is located at the third banner impression, after which response rates
diminish dramatically, with exponential drop-off in click-through. For all
DoubleClick ads exposed to users for the first time, nearly 4% will evoke a
click-through; the rate then drops to 2% for the 2nd and 3rd impressions,
and falls off to roughly 1% or less thereafter. This data represents
additional benefit to the user, by preventing "banner burnout," the term
DoubleClick has coined to describe viewer apathy in banner response.

-- The highest click rate is achieved with the first banner impression.

-- Among the top performing ads on the DoubleClick Network, 25% carried an
extremely high average click-through rate of 8%, with some ads even
performing at exceptional rates as high as 12 to 15%.

-- The need for smart and effective ad banner creative that quickly
captures the users' attention is paramount, particularly in light of the
dramatic exponential drop-off in user click-through.

Source: PR Newswire

===================

Digital Equipment Corporation's subsidiary, Alta Vista Internet Software
Inc., will be spun off through an initial public offering (IPO). Source:
Newsbytes.

Meanwhile, H&R Block Withdraws CompuServe Spin-Off Vote From Annual
Shareholder Meeting. Source: PR Newswire

===================

NBA Sues America Online and Stats Inc. for publishing real-time game scores
and statistics without permission. It seems that last month the NBA
previously won a somewhat similar case against motorola for publishing
scores over their pagers. Hard to believe it will hold up on appeal, but
who knows...

Source: AP and C|Net with commentary by Cliff

--Cliff Kurtzman
President and CEO
The Tenagra Corporation
http://www.tenagra.com/
713/480-6300
Internet marketing, public relations, consulting and web site design

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