A study offers more evidence that banner rate cards barely rate. Media Metrix unit AdRelevance said site rate cards offer an average discount of 33% from the full price, based on volume and duration of the banner buy. The bar is so low -- often around $3,000 -- that most advertisers qualify for the discounts, said Marc Ryan, director of media research, of the study being released today. While some sites stick to published rates, Mr. Ryan said, many offer up to 30% additional negotiated discounts. So advertisers can buy banners at little more than one-third the published price. "Most people look at a rate card as a starting point," he said. In the study of more than 400 sites, AdRelevance found average published rates for 1,000 banner impressions in the first half were $30.52, down 8% from the second half of last year. Advertisers' average online spending in the period was $299,000, up 14%.
DoubleClick offers service for publisher house ads
DoubleClick today launches MediaMatch, a service enabling Web publishers to exchange house ads with other publishers. MediaMatch will be priced at DoubleClick's DART serving fee plus an exchange fee of 95›. It's designed to help Web publishers save money rather than generate revenue, said Jonathan Heller, VP-business and product management at DoubleClick.
Einstein and Sandom reunite at RappDigital
Jeff Einstein, who founded i-shop Einstein & Sandom in 1984 with J.G. Sandom, joined RappDigital as director of interactive-North America. Mr. Einstein most recently was chief operating officer of Quality of Life Networks, also New York. Mr. Sandom is president of Rapp-Digital, a Rapp Collins Worldwide unit.
Ikea looks to iDeutsch for assistance in Sweden
Swedish retailer Ikea turned to Deutsch's iDeutsch, New York, to design a prototype for its home country site (www.ikea.se), launched last week. Deutsch has had Ikea North America's offline account since 1989. Three years ago, Ikea asked iDeutsch to develop a Web site that could be modified for other countries. IDeutsch, which has built Ikea's sites in the U.S. and Canada, also created the global Web site at www.ikea.com. The latest Swedish site uses a prototype iDeutsch designed that includes e-commerce and stock inventory capabilities. Ikea's goal: more brand consistency across all of Ikea's country sites, said iDeutsch VP-Account Director Ingrid Bernstein.
CMGI-controlled AltaVista Co., a major customer of CMGI rival DoubleClick, will sell its own ads in the U.S. Double-Click still will serve AltaVista ads through 2004. . . . NBC Internet cut 20% of its staff last week, or 170 people.
The good news: Since joining PlanetRx in September, ex-Visa USA big shot Michael Beindorff advanced from exec VP to chairman-president-CEO. The bad news: The e-tailer's stock has crashed 98% from its October IPO, dropping to 63 cents a share late last week