NONE: ONLINE-ADS>> Banners Appended To Email
ONLINE-ADS>> Banners Appended To Email
TSW, Inc. (tswinc_at_cynet.net)
Tue, 2 Dec 1997 18:33:17 -0600 (CST)
I'm curious what this group thinks of
appending banner ads to email as a form
of direct advertising? Particularly, does
it overcome the bias that advertisers have
against commercial email in its present
manifestation?
My company, TSW, INC., has developed
software called BeConn which is a new
kind of internet browser that makes
web sites flow over time (think of
interactive radio where images and links
flow with the audio broadcast).
The email client used by the software is
programmed to add a banner advertisement
to the email it receives, based on
demographic data supplied by the end-user.
These ads pay for the free software and the
free interactive channel network.
The thinking was that banner ads have the
following drawbacks:
1. They're passive, requiring the end-user
to find them
2. There's no guarantee that the end-user will
go to the right place at the right time
In this approach, advertisers can get the pros of
commercial email: targetability, person-to-person
contact, immediacy of response...And the pros of
banner advertisements: non-controversial, non-
confrontational, visually-interesting, linkable.
Without the negative side effects of commercial
email: angry recipient, flames, bombs, etc.
By appending the banners to email of friends
and colleagues, the banners flow to them
as opposed to vice versa.
Much discussion has revolved around
banner advertising. However, I'm curious
whether you think this "synergistic" model
has viability.
Also, the software has the ability to create
full-page multimedia "commercials" that divide
information or entertainment segments, making
advertising on the internet more like interactive
television commercials.
What kind of interest exists in the marketing
world for this kind of technology?
What say you?
Ethan S. Borg
TSW, INC.
http://www.beconn.net/tsw
http://www.eflash.com
postmaster_at_eflash.com
(206)706-0579
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