Web banner winner

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Interactive agency U.S. Interactive, New York, beat out teams from four traditional agencies to win the first DoubleClick Network Test-It! Challenge Web ad banner contest. The contest, designed to test agencies' skill at creating ads that generate response, pitted U.S. Interactive against New York shops Messner Vetere Berger McNamee Schmetterer/Euro RSCG, Ogilvy & Mather, J. Walter Thompson USA and Wunderman Cato Johnson. Each designed a Web ad campaign for the Partnership for a Drug-Free America; U.S. Interactive's winning banner generated a 36.4% click-through rate, far higher than the industry average of about 2%. The banner used terminology familiar to computer users: an error dialogue box that reads, "Warning! Possible loss of memory!," along with the option to click "cancel" or "Get Info."

Copyright November 1996, Crain Communications Inc.

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