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

Dave Earley (davee_at_eonline.com)
Thu, 24 Apr 1997 09:12:09 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Angela Adair: "ONLINE ADS>> JOB POSTING: Director of Business Developm"
• Previous message: Steven Heath: "Re: ONLINE-ADS>> banner ad click-through study"

>To me, as a long-time computer and internet user, my computer and my
>internet use are things under MY control and I don't want anyone forcing
>things my way i don't want to see (or don't want to see at that time.)

They're our TVs and remotes too! That hasn't stopped us from seeing about
50 billion spots in a lifetime. I don't think intrusive ads will work
across the Web as a replacement to the banner standard, but each site or
genre of sites will find what works best for their audience.
MTV Online will probably find success with this model, at least when cable
modems and ISDN are the rule, not the exception.
WSJ Online may find sponsored content will be the most acceptable to their demo.

>*I assume "taking over entire screen" actually means browser window? Or do
>they open up a new window that fills the screen?

Most often, browser window. Java could come pretty close to full screen,
but since you don't know what size screen a person is using, it doesn't
make since to try.

>*What will stop someone from hitting the stop or back buttons?

Focus groups. A publisher should know how their audience will react to
this sort of thing BEFORE they accept it on their site. They should know
if people are turned away from freely clicking around their site, their
page count (and revenue) will fall.

>*And what about leaving the computer to do something else while the ad is
>running?

Again, research. The wonderful (horrible) thing about the Web is immediate
accountablity. An advertiser will quickly be able to determine what sort
of results they are getting from a buy. If only 20% of the users watch the
ad, but they all seek more information, well that's a pretty effective buy.

Dave Earley
Manager, Research & Planning
E! Online http://www.eonline.com
tel 213.954.2847 fax 213.954.2661

• Archive Home Page
• Search
• Next message: Angela Adair: "ONLINE ADS>> JOB POSTING: Director of Business Developm"
• Previous message: Steven Heath: "Re: ONLINE-ADS>> banner ad click-through study"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.