A joint study to be released today by NetRatings and Andersen Consulting finds that bank Web site audiences are less than half the size of audiences visiting online brokerages. In addition, online investment site visitors view more pages. The study concludes the average online brokerage customer earns a 12% higher income and is almost twice as likely to have a college degree as the average online bank customer.
$10 mil ad campaign
In its first big consumer effort, Netscape launches July 20 a $10 million marketing and advertising campaign to drive traffic to its redesigned Netscape Netcenter (AA July 6). Co-sponsors for the promotion and prize sweepstakes (created in conjunction with Yoyodyne) include Warner Bros. Online, Paramount Digital Entertainment, Hollywood Online, Sony Electronics and USA.net, which supplies free Netscape WebMail.
com) today introduces a service called CountDown, a drop-price format that complements its monthly ActiveBid auction. CountDown, which starts the second Tuesday of the month, offers premium ad inventory at 20% off the rate card on the first day, 40% off the next and 60% off on the last day. Advertisers who buy on the first day of bidding can choose banner placement and scheduling.
Excite kicks off
Excite today launches Excite Careers Network, created to be a hub for job seekers and companies. Located on Excite (www.
excite.com) under the "Find a Job" link, the Network program will include a database of more than 140,000 job listings and career information, such as resume posting and interviewing tips. Excite is hiring additional salespeople to support the site.
SonicNet, The Box team for `Blade' promotion
Music site SonicNet, interactive music video channel The Box and New Line Cinema this month unveil a cross-media sweepstakes for New Line film "Blade." Contestants can win Wesley Snipes' car from the movie, $1,000 and a year's supply of Hansen soda. The sweepstakes promo will run online, on The Box, in Spin and via point-of-purchase at Wal-Mart Stores.
Think New Ideas
Think New Ideas, New York, acquired UbiComs holding company's Red Dot Interactive, San Francisco, and NetComs, London, interactive strategic and electronic commerce consultancies. Think New Ideas is paying $6.5 million in stock over the next two years. UbiComs' clients include Hewlett-Packard Co., Oracle Corp., Raychem Corp. and Acer America Corp. Both acquired offices keep their staffs.
In other news
ABC Interactive, the interactive auditing unit of Audit Bureau of Circulations, will provide independent advertising audits for America Online's online service and Web site (www.aol.com). A May audit of AOL's ad delivery and record-keeping system found them to fairly represent actual activity.