Intel foots the bill for marketers' Web ads

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Intel corp. is paying to produce Web ads for key consumer marketers including Levi Strauss & Co. and Reebok International in an effort to promote interactive technologies.

Intel wants to showcase innovative Web advertising as part of its ultimate goal to create demand for high-end PC chips needed to view multimedia rich Web content.

The chip maker paid Modem Media, Westport, Conn., to produce ads for Levi Strauss, Reebok, AT&T Corp., Citibank and Delta Air Lines.

Marketers only pay for the media on the ads, which are beginning to appear on the Web. Intel chose four Web tech companies as examples of Web innovation: Geo Publishing, Ligos, Narrative Communications and RealNetworks. Intel and its ad partners debuted the work during a roundtable at Internet World, held in New York last week.


Sally Fundakowski, director of business developer relations in Intel's content group, said Intel will do more ad projects in coming months with Modem, non-tech and tech marketers, other interactive agencies and research groups.

"It's a market-development activity" to promote rich content as a means to help grow the PC market, she said. "Basically, we're putting our money where our mouth is." Intel won't say how much money it is spending.

Intel hopes to entice advertisers to design ads harnessing the power of high-end PCs, which, Intel argues, tend to be owned by educated and affluent consumers who are attractive ad targets.

Copyright December 1997, Crain Communications Inc.

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