Commonwealth network helps target Web banners

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Internet project collects 500 sites to use ads from Apple, Microsoft

A New York-based interactive company is bringing big brand advertising to Web sites too small to solicit their own.

Interactive Imaginations is offering the Commonwealth, a network of 500 sites ranging from Sam's Free Stuff to Blue Dog Can Count. The sites will display targeted banner advertising from marketers including Apple Computer, Quaker Oats Co.'s Snapple, Random House, Ziff-Davis Publishing Co. and Microsoft Corp.

"The idea was to help support new and up and coming sites" that attract the type of cutting-edge customers marketers crave, said Greg Stuart, exec VP-director of marketing at Interactive Imaginations, and formerly senior VP-director of interactive communications at Wunderman Cato Johnson, New York.

As of June 1, Commonwealth sites will receive three quarters of a cent per impression, a rate Mr. Stuart said could bring sites $1,700 or more monthly. Marketers pay a minimum of $10,000 per month to participate, though Mr. Stuart said that rate could decrease slightly for long-term deals.

The Commonwealth is the second project from Interactive Imaginations, a 2-year-old company that created the Riddler game site that features extensive marketer tie-ins.


Other New York interactive shops Neographic and SiteSpecific will soon unveil programs to enable targeted marketing. Neographic plans to launch an agent-like technology for site and marketer use this summer. SiteSpecific has established a content syndication unit to handle client Ripley's Believe It or Not! and another entertainment property.

Copyright June 1996 Crain Communications Inc.

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