AT&T, Modem ring up a big Olympics Web buy

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Animated ads on 25 sites give visitors a taste of the Game.

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.

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