CompuServe gearing up to offer new marketing inventory

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Like America Online, which recently began assigning CPM values and demographics on its content channels, CompuServe is also reevaluating its marketing inventory. By the end of June, the service will make available "a price model that looks at GRP, and (is based on) CPMs and click-through data," according to Regina Brady, interactive marketing manager at the Columbus, Ohio-based online service company.

CompuServe's current rate structure is based on screen layers within the service, with the most expensive rates on the home screens of content areas, and less expensive rates in other layers. Ads appear as hotlinks off menus in the service's content area or as banners in its Electronic Mall.

Ms. Brady said CompuServe will make available to marketers calendars of event-related content on the service, so that marketers won't miss limited-time opportunities. For now, she said, the service will likely maintain the layer-based marketing opportunities after more sophisticated ones become available in June.

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