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Adauction gets $25 mil, renamed OneMediaPlace

Online media exchange today changes its name to OneMediaPlace ( and announces a $25 million investment from CMGI @Ventures, the venture capital affiliate of CMGI. The San Francisco company offers online media buying for TV, radio, outdoor, print and online. The name change also reflects the company's new business model, which is no longer based on a real-time auction. The announcement follows Adauction's March 29 partnership with CMGI's Engage Technologies. Engage will manage OneMediaPlace's ad inventory and list Engage's online media products on the site. OneMediaPlace will contribute anonymous user data to the Engage Knowledge database and use Engage's AdKnowledge for ad serving. OneMediaPlace goes up against such players as,, BuyMedia and Media Market Makers. (See p. 88 and full story at breaks $10 mil campaign, a news and entertainment site from Powerful Media, breaks its first ad campaign today. The $10 million campaign, from Sterling Group, New York, promotes its May launch. Print ads will run in publications including Brill's Content, The New York Times, The Wall Street Journal and Vanity Fair. Outdoor breaks next month in New York and Los Angeles. The tagline: "Fresh news, data and intelligence on the future of your industry. Today."

Uniscape pitches software for global biz

Software company Uniscape April 25 launches Globalization Infrastructure for eBusiness, software that enables companies to develop online businesses in 42 languages. DoubleClick's TechSolutions division picked Uniscape to localize its Adserver Internet advertising solution for international markets. Separately,, a Net phone service, and Broadband Digital Group, developer of FreeDSL service, picked DoubleClick's DART for ad serving.

FogDog Sports rolls spots in $21 mil campaign

Fogdog Sports, Redwood City, Calif., over the weekend broke three spots with a new tagline, "The athlete's toy store," and voiceover by entertainer Isaac Hayes. Spots from Odiorne, Wilde, Narraway & Partners, San Francisco, feature the Fogdog mascot making mysterious deliveries of sporting goods. The network and cable TV spots are part of what Fogdog says will be a $21 million ad effort this year.

Dell launches online campaign from Full Moon

Dell Computer Corp. today breaks an estimated $2 million to $3 million online effort by Full Moon Interactive, Los Angeles. The online campaign is part of Dell's recently launched DellEcomm corporate brand initiative created by BBDO Worldwide, New York, and is designed to drive traffic to

IAB: Internet ad spending hits $4.6 billion in 1999

Spending on Internet ads last year soared to $4.6 billion, 141% over 1998's $1.9 billion, the Internet Advertising Bureau reported. This was the fifth year of greater than 100% growth.

"It's likely that we will near or exceed 100% growth again in the year 2000," Chairman Rich LeFurgy said.

For 1999, traditional consumer marketers-including retail, cars, travel and toys-accounted for 30% of spending; rounding out the top five categories were financial and computing categories (19% each), business services (7%) and Internet companies (6%). Fourth-quarter spending hit $1.7 billion, up 161% from the same period last year. Internet companies accounted for 12% of fourth-quarter spending. IAB figures are compiled by PricewaterhouseCoopers and based on reports from more than 200 companies owning more than 1,200 sites. shops for agency is seeking an agency for its $3 million to $7 million account. The Irvine, Calif., start-up, which provides stock-trading services to individual investors, is planning a campaign with print, online, e-mail and promotions.


Northern Light Technology picked Winstar Interactive Media to sell its banners and other online advertising. Winstar also will sell sponsorships of Northern Light Special Editions, special Web pages focusing on topics such as banking and electronic commerce. . . . AdExchange.-com announced its online automated ad buying site, allowing buyers to purchase online media-and eventually offline media-electronically in real time. The Beverly Hills, Calif., venture, formerly AdHarmony (AA, Jan. 17), begins transacting orders in June. The company was founded by Web pioneer Paul Grand (Digital Planet, NetCount) and Kent Valandra, formerly exec VP-general manager of new media at Western International Media Corp. Western founder Dennis Holt is on AdExchange's board. . . . Interactive shops started the New Media Consortium, a group to help set standards for online advertising. . . ., Venus Sports and the Hollywood Stock are new advertisers for Netpulse Communications, which delivers Internet access to exercise equipment in health clubs. . . . FaveMail, New York, partnered with the National Hockey League during the Stanley Cup playoffs to help fans promote their favorite team via e-mail. . . . Party supplier this week mails its first national catalog to 100,000 consumers.

Chat. . .

Sun ads say it's the dot in .com. Not true, says Big Blue. IBM says Network Solutions replaced a Sun computer with an IBM machine as master server for the Internet domain-name system. The magic box matches URLs with the numerical addresses of computers where they are hosted. Ogilvy & Mather, New York, is working on an ad. . . . Web professional services consultancy Groundswell, San Francisco, formally launches in May, backed by $100 million from Behrman Capital. The venture (www.groundswell. net) is not to be confused with www., a site targeting surfers├Ćof the ocean variety. . . . San Francisco Web incubator Campsix pitches itself on cocktail napkins at local bars. Great CPM. Cost per martini.

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