IBM pushing JAVA-based ads
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IBM Pushes Java-Enabled Internet Ads
(10/26/98 2:21 p.m. ET)
By Mo Krochmal, TechWeb
NEW YORK -- IBM's vision of Internet ads includes scrolling panoramic scenes and images that sing and dance -- viewable on a 28.8-kilobit-per-second modem.
Monday at the @dtech conference here in New York, IBM unveiled its online advertising strategy, one that centers around rich media banners meant to catch the user's eye.
Internet marketers want ads to do more than be digital billboards, and they're demanding compelling ads that are efficient, attractive, and let users interact. But users don't want advertising to get in the way of their surfing, and the average click-through rate for Net ads is less than 1 percent.
One of the largest Internet advertisers, IBM has come up with HotMedia, a Java-based tool that uses small Java applets for functionality, streaming content at the user's request.
Armando Garcia, vice president for Internet media, said the HotMedia tool kit will be available free on the Internet to content developers. The tool kit is only usable on PCs, but is being ported to the Macintosh platform, and, by the end of the year, will include functionality for audio and video.
"We are trying to drive technologies that are fundamental to e-business," said Garcia. "Rich media adds value for interactivity," even at speeds of 28.8 Kbps and 56 Kbps.
In addition to HotMedia, IBM said it was cutting down the number of interactive advertising agencies it does business with from 60 to six. Those remaining include Modem Media.Poppe Tyson, OgilvyInteractive, R/GA Interactive, Strategic Interactive Group, Studio Archetype, and Think New Ideas.
IBM also introduced AdWare Systems, an application that lets content producers such as advertisers distribute advertisements and related business information on the Web.
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