"IBM has historically done mostly banner advertising," said Scott Schiller, VP-marketing and advertising sales for Sony Online Ventures. The company "hasn't done much with entertainment sites." Sony's selling point is that it integrates advertisers into the site. Sears, for example, coordinated with Sony on a custom game, "What's the Weather?," promoting children's clothing and shoes.
IBM, meanwhile, is spending aggressively on Internet advertising, with some saying it could become the top Web advertiser this year, toppling last year's No. 1., Microsoft.
Copyright March 1997, Crain Communications Inc.