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Study: Advertisers hold back on major online buys

Most online ad banners run about three weeks, according to a report being released today by AdRelevance, a division of Media Metrix. Few advertisers run large online campaigns, and most advertisers have less than a 0.01% share of all online ad impressions, the report found.

Among other findings: Automotive ads run the longest, an average of 7.8 weeks; consumer-goods ads mostly run on targeted, as opposed to broad-reach, sites; and financial, media and travel services ads run primarily on broad-reach sites.

Target picks Organic to redesign Web site

Target Corp. selected Organic, Chicago, to revamp the site for, its online division. The estimated multimillion-dollar project includes creative, brand strategy, technology consulting and online marketing for the site set to relaunch this fall. wants to increase brand awareness and site traffic and improve customer interaction.

The move comes as rival Wal-Mart Stores prepares to launch its revamped site (See related story on this page).

Barbie lookalikes take a realistic turn

Get Real Girl, a company making what it calls a realistic alternative to Mattel's Barbie dolls, tomorrow unveils its Web site. Created by Clear Ink, Walnut Creek, Calif., the site ( is not to be confused with shopping venue (, adult site ( or Procter & Gamble Co.'s

Six dolls that have more realistic proportions include basketball player Nakia and soccer star Gabi. They aim to be better role models for girls, said David Burk, president-chief operating officer of Clear Ink.

No advertising campaign has been set for Get Real Girl, which will be sold online at eToys and, as well in retail outlets such as Target Stores.

CNET to distribute content via software

CNET Networks will begin distributing its content via downloadable software. It inked a deal with Cydoor Technologies, a company whose software displays online ads and content, to integrate CNET headlines on Cydoor-enabled downloadable software, such as the MP3 Player and DeltaThree's PC-to-Phone Internet telephony software.


CMGI bought naming rights for CMGI Field, the new home of the New England Patriots scheduled to open in 2002 in Foxboro, Mass. CMGI will pay $7.6 million a year for the first 10 years, with cost adjustments for the following five years of the deal.

Chat. . .

Tony Romeo, chairman of Unilever's North American Interactive Brand Center, gave mixed grades to traditional and independent i-shops in a keynote dialogue with Modem Media's G.M. O'Connell at last week's "Camp Interactive" conference in Lake Tahoe. Many standalone

i-agencies, he said, are really Web-site developers that rebranded themselves as interactive agencies. Traditional agencies, he said, "are starting to get it now, but they're not putting their best talent in interactive."

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