Big Blue closes in on big Web ad spending plans

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IBM Corp. is gearing up a major advertising push that could rocket it into direct competition with Microsoft as the Web's top spender. And, in a twist that will be watched closely by both Internet and traditional media reps, the funds for the Web campaign are said to be coming directly from the marketer's print budget.

IBM closed out 1996 as the No. 3 Web advertiser, with $7.2 million in spending ($5.9 million for IBM products and $1.3 million for IBM's Lotus Development Corp.), according to Jupiter Communications. That was right behind AT&T Corp.'s $7.3 million, though far below Microsoft's $13 million. IBM spending this year could reach $20 million, estimated a Web ad sales executive.For more on this story see the full article in the Interactive section.

Copyright March 1997, Crain Communications Inc.

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