Re: ONLINE-ADS>> Intel

Jamie Byrne (jbyrne_at_doubleclick.net)
Tue, 20 Jan 1998 18:15:02 -0500

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First, to clear a little confusion - Intel is not paying
sites to optimize content - this is an expansion of the
Intel Inside subsidy program where licensee advertisers
are offered reimbursement for co-branded advertising.

I actually think that our entire industry will be able to
benefit from the expansion of this program to the Web.

For Web publishers, this is really opening up a new stream
of ad dollars. By offering Intel licensees reimbursement
for Web media, Intel is actually endorsing and promoting the
use of the Web as an advertising medium.

The guidelines do not specify that a site "offer content
that slows down all but the newest and fastest ($$$)
machines" -- rather, to qualify, a site needs to offer
dynamic media rich content. Smart publishers will be able
to optimize their sites or sections of their sites to meet
Intel guidelines while also providing a very compelling Web
experience to users who are capable of viewing it.

For advertisers, if Intel is successful in ramping up users
to newer and faster machines, we will be able to better
use enhanced creative and media rich ads.

So, in my book, there is more revenue for publishers, more
dynamic Web content, and advertising with more impact. Sure
there is a downside for users who do not have the faster
machines, but (and this is not an entirely fair analogy)
but if the TV networks didn't start broadcasting in color,
maybe we'd all still be watching in B&W.

In a sense, Intel is simply encouraging publishers to
"broadcast in color."

Jamie Byrne
Manager of Online Marketing & Sponsorship Development
DoubleClick, Inc.
jbyrne_at_doubleclick.net

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