IBM said by delivering only the needed applet, rich media can be efficient and quick. "This is a very pragmatic technology," addressing bandwidth and speed issues that have made advertisers reluctant to use rich media, said Bill Pence, director of development for IBM's Internet Media Group.
Examples are available at www.software.ibm.com/net.media. Organic Online will use HotMedia in banner ads for barnesandnoble.com and Fragrance Counter (www.fragrancecounter.com); OgilvyOne will use it for IBM ads.
Separately, IBM will integrate AdWare Systems' new AdVisual 2.0 application into its Media Asset Management technologies, allowing agencies and advertisers to access digital versions of completed ads or work in progress over the Internet. Ogilvy & Mather Worldwide will use the system.
FAST Forward group to meet at @dtech
FAST Forward Steering Committee, an industry coalition formed at Procter & Gamble Co.'s Future of Advertising Stakeholders summit in August, meets today at the @dtech conference, New York.
Four working groups will hold breakout sessions about consumer acceptance, ad models, measurement and online media buying.
Also at the @dtech summit, the Internet Advertising Bureau will release third-quarter revenue data for online advertising.
AdKnowledge unveils planning software
Ad management company AdKnowledge today introduces AdKnowledge Advisor, a tool to help advertisers measure return on Web advertising.
Advisor provides post-click data, such as what customers do after they click on an ad, and calculates conversion rates based on downloads, purchases, or time spent on a Web site.
Other components of the AdKnowledge system include a prebuy planner, campaign manager, SmartBanner server and reporting system.
OneZero Media strikes $12 million in deals
Online media and broadcast company OneZero Media has signed deals worth more than $12 million under which Rolling Stone Network, Salon Magazine, eBay and DVDExpress will become content and e-commerce providers for AltaVista's entertainment channel (www.getwild.com).
OneZero is the exclusive provider of entertainment content for AltaVista. Content created under the deals will be integrated into the nationally syndicated TV show "The Wild Wild Web," created by OneZero, Newton, Mass.
Netscape to distribute RealNetworks software
Netscape Communications Corp. signed a distribution deal to include RealNetworks' RealPlayer software in Netscape's Netscape Communicator 4.5 that was released last week .
It will be available through Netscape's portal site, Netcenter. RealPlayer allows users to view streaming audio and video.
MatchLogic to provide data for NetGravity
Ad management company MatchLogic, a subsidiary of Excite, said it will provide ad serving company NetGravity with consumer profiling data for NetGravity's Global Profile Service.
MatchLogic collects four types of information on users, including demographic, geographic, search-engine keywords and browsing preferences. NetGravity will use the information to provide advertisers with anonymous user profiles to help them target their messages.
In other news
Avenue A Media will introduce TrueROI, an online advertising service that tracks return on investment. . . . Namestake.com is unveiling Bannerstake, a protection tool for brand names on the Web. . . . Giant Step will announce new business from Motorola, Procter & Gamble Co. and Pella Corp.