AT&T Corp. is blazing new territory in Web advertising with a massive Olympic-theme Internet "roadblock..
Starting July 17, AT&T ads will appear for seven days on more than 25 Olympic and sports-related sites, search engines and Web networks.
Instead of static banners, AT&T will run "intermercials," allowing users to participate in animated games. To move into deeper levels of interaction, users can jump to AT&T's Olympic site at http://www.olympic.att.com.
Participating sites include Netscape Communications Corp., America Online, Sports Illustrated, USA Today, Cool Site of the Day and Yahoo!. Although the cost of the buy wasn't disclosed, executives at AT&T interactive agency Modem Media, Westport, Conn., said many sites were willing to negotiate ad rates in exchange for being part of the event.
Copyright July 1996 Crain Communications Inc.