Warner Bros. Online tests video banners

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Warner Bros. Online July 25 launched a five-day Web advertising test that will measure response to banners with or without video on its "Batman & Robin" Web site. Warner Bros. will rotate the same basic banner--one with video and one without--on the site to measure click-through response. Jim Moloshok, senior VP of Warner Bros. Online, says he will have quantitative results to release this week. "We hope to triple or quadruple our response, but it could just stay the same," he said.

Copyright July 1997, Crain Communications Inc.

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