Ad network and ad-serving company L90, Santa Monica, Calif., today announces a new division devoted to helping advertisers build and place animated ads on broadband-enabled Web sites. The division will provide design, marketing, media development and technology.
Full motion-video ads accessible via broadband cost $75 to $80 per thousand impressions, but in trials they yielded 20% click-through rates, said L90 CEO John Bohan. Tickets.com, the first broadband division client, will run streaming audio and video ads on L90 network sites Scour (www.scour.com) and GlobalMedia.com.
iVillage and Women.com lock down TV deals
Online women's networks iVillage and Women.com Networks both inked promotional deals with TV networks. IVillage paired with NBC to launch a sweepstakes called "Be the Star That You Are," which offers a grand prize of a trip to Hollywood and a walk-on role on NBC drama "Providence." The sweepstakes runs March 24 through April 24; ads will run on iVillage promoting the sweepstakes. IVillage produced a :30, handled by Friedland Jacobs, Los Angeles, that will air once on each of four episodes of "Providence" during the same period. NBC has a 6.2% equity stake in iVillage. Women.com, meanwhile, is airing four :30s on E! Entertainment Network and banner ads on E! Online starting today. The TV ads created by E! will run during Melissa and Joan Rivers' Oscars pre-show, during which the hosts will encourage viewers to take the Red Carpet Fashion Quiz on Women.com to enter a sweepstakes for a Hollywood make-over. The spots run through April 1.
Zatso picks Grant Scott for $10 million account
Zatso, an Internet newscast site, chose Grant, Scott & Hurley, San Francisco, as its first agency. Zatso, launching April 10 with an expected $10 million media buy, will offer free video newscasts from Bloomberg, Reuters and three dozen local TV stations.
Katsin/Loeb, Pickett nab dot-com accounts
Katsin/Loeb Advertising, San Francisco today announces two dot-com account wins: Webquest International, a Web development company specializing in online entertainment, and celebrity site eStar.com. Katsin is the first agency of record for both. Annual billings for Webquest are estimated between $5 million and $7 million; eStar's billings were undisclosed.
Pickett Advertising, San Francisco, also won two dot-coms: Academic Systems, which offers interactive and multimedia instructional programs for college students, and pennNet, a business-to-business marketer. Each account has estimated billings of $7 million.
Digital Edge gains $15 mil NetValue business
Online researcher NetValue USA and business-to-business online credit reporter TrueLink (www.truelink.com), picked Digital Edge to handle an estimated $15 million in media duties. Digital Edge is an interactive planning and buying unit of Media Edge, New York-based Young & Rubicam's media-buying arm.
Beyond Interactive opens overseas offices
Beyond Interactive, Ann Arbor, Mich., an interactive shop owned by Grey Advertising, New York, will open offices in London and Hong Kong at the end of April or beginning of May. Offices in Mexico City and Brazil are scheduled to open this summer. Staff will include current and new employees.
EntryPoint portal breaks $10 million campaign
EntryPoint, a desktop-based Internet portal that absorbed push news service PointCast last year, today unveils a $10 million ad campaign. TV, print and radio ads are running in New York, San Francisco and San Diego. Phillips-Ramsey Advertising, San Diego, created the effort, which encourages people to download the EntryPoint toolbar to their desktops.
Jupiter: Advertisers must focus on narrowband
Because most consumers still access the Internet via a narrowband connection, advertisers must remain focused on reaching consumers that way, according to a recent report from Jupiter Communications. Rich-media ads designed for a narrowband environment are more expensive and often less efficient, but advertisers must still experiment with these ads to prepare for future broadband deployment, the report concluded.
Bill Malloy, president-CEO of Online grocery service Peapod, resigned last week, citing health reasons. As a result, four investors withdrew funding they'd pledged to Peapod in February. Peapod's stock dropped more than 50% to close at $3.66 on Thursday. . . . Xpedior, a Chicago-based e-business consultancy, breaks a national TV campaign during the NCAA Men's Basketball Championship. Blazing Paradigm, San Francisco, created the campaign. . . . Wedding site The Knot (www.theknot.com) today debuts Knot Box, an in-house created promotional wedding-planning kit for brides-to-be. . . . Excite@Home today kicks off an online party planning service called Excite Invite at invite.excite.com.
Chat. . .
Not your ordinary advertising B.S.: Micronpc.com promotes an e-business success story -- a company that sells bull semen over the Web -- in an ad from Goldberg Moser O'Neill, San Francisco. . . . SF Interactive, also San Francisco, is opening in New York and Washington. President-CEO Bruce Carlisle, who in January raised $10 million in venture capital, sees a lucrative market for Web work tied to public policy interests in DC. . . . Swedish furniture retailer Ikea removed an e-mail postcard promotion from its San Francisco store's Web site last week after a handful of recipients equated the viral marketing endeavor with spam. Tens of thousands of people in the Bay area had logged onto the site to create and e-mail postcards to friends in return for store coupons as part of an online awareness campaign promoting the San Francisco store's April 12 debut, said Rich D'Amico, director of new-business development for Ikea North America. But rather than continue the popular word-of-mouth advertising, Ikea decided to pull the program when complaints began. "In our hearts, we know this isn't spamming, but perception is reality so we decided to pull the program," Mr. D'Amico said. . . . Initial public offering: A homeless man seeking handouts in Santa Monica held a sign offering his address -- http://www.anysparechange.beg