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Interactive service @home, which delivers high-bandwidth online programming, has lined up seven major advertisers to fund a research project to test rich-media ads on its service beginning next month.

The advertisers are Levi Strauss & Co., AT&T Corp., Johnson & Johnson, Toys "R" Us, First USA, Bank of America and Intel Corp.

ASI Market Research and Millward Brown International will test effectiveness of rich-media ads on attributes that include ad recall, brand recall and purchase intent. They will also test whether consumers like or dislike the ads.

IDC: Internet investments start to pay off by 2000

Although the Internet economy will reach $124 billion this year, U.S. companies still spend $1.50 for every $1 of benefit received in deploying Internet technology, according to a report last week by International Data Corp. The report predicts companies should start seeing a return on investment on Internet spending by 2000.

In other news

The Museum of Modern Art this week is to announce it has chosen Pixelpark USA, New York, to design and build its online retail site, the MoMA Online Store. . . . Fox Sports Online is the premier online sports media sponsor for Yahoo! Sports, in a deal announced Sept. 8. Banners for Fox Sports Online, Fox News Online and TV Guide Entertainment Network will run on Yahoo!.

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