ONLINE-ADS>> Interstitial webcasted advertising....

xerxes (xerxes_at_clark.net)
Sat, 19 Apr 1997 15:28:40 -0400 (EDT)

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On 4/10 the NYTs ran an article (see link below) on the subject of pushed
Interstitial Advertising in its Cybertimes section.

http://www.nytimes.com/library/cyber/week/041997advertising.html

>From one perspective interstitial advertising (ad takes over entire screen
for 5-15 seconds) appears to be one of the leading motivations for certain
types of push
technology.

Advertisers, many of them, want/need/demand venues on web sites that
are more intrusive than ordinary banner ads.
For these folks with advertising budgets to spend, brand
managers and such, intrusiveness is a good thing. This is, after all,
the model most Americans have grown up with on our broadcast TV.

However, from another perspectve, the NYTs article points out that there
seem to be many folks out there, consumers and business executives, who
harbor dark
feelings about the traditional broadcast advertising model's use in cyberspace.

Market research has shown that a major part of the Internet's users take a
markedly different points of view on this issue. About a quarter to a
third are dubious of advertising altogether, although this stubbornly noisy
minority seem to be diminishing as a proportion of the whole as the total
audience grows. There is another approximately third who accept
advertising, with certain reservations. One mentioned reservation is that
advertising should not inconvenience them.

Will interstitial advertising inconvenience dial-up users? Perhaps that
should be phrased another way. How many of what kind of users will be
inconvenienced by interstitial advertising? Is there any way to avoid or
mitigate a backlash to Interstitial webcast advertising? Mitigate, yes,
probably. But avoid altogether, maybe not.

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