Unilever, Excite@Home enter broadband deal

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Unilever struck a deal with Excite@Home to make online advertising on the @Home cable-based broadband Internet service "a substantial component" of the packaged goods marketer's interactive ad and marketing strategy. Terms weren't announced, but Excite@Home said the deal is the largest made to date by a consumer goods company on its broadband programs. "We view broadband advertising as an important Internet marketing strategy for Unilever because it lets us present our message in a highly engaging format and connect very closely with our customers," Tony Romeo, chairman of Unilever's North American Interactive Brand Center, said in a statement. "This alliance is strategic for us since Excite@Home will provide us with valuable knowledge about how consumers are using next generation media, such as broadband Internet services, to evaluate and purchase consumer goods." Excite@Home will give Unilever program management, creative consultation, ad targeting, ad tracking and measurement of brand perception and purchase intent.Copyright July 1999, Crain Communications Inc.
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