@Home Network, marketers study ads

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@Home Network, Redwood City, Calif., said it's linking with six major advertisers in a new study called the Rich Media II Advertising Program. The study builds on @Home's initial Rich Media Advertising Program and will examine how advertisers can best use their production resources in the creative process and development of ad models. The six participating advertisers--Ford Motor Co., IBM Corp., Pfizer, Procter & Gamble Co., Showtime Networks and Toyota Motor Sales USA's Lexus Division--will use a variety of multimedia technologies and advertising solutions to develop interactive ads. Co-sponsored by Intel Corp. and conducted by Internet market researcher IPSOS-ASI Interactive, Rich Media II will focus on a variety of ad models and technology options to identify the most effective way to attract and engage viewers.

Copyright March 1999, Crain Communications Inc.

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