Spots on the Web

Web users next week will be seeing spots via a promotion created by Disney Interactive and interactive media planning company i-traffic to promote the upcoming Nov. 27 launch of "101 Dalmatians." Disney and New York-based i-traffic have paid search engines including Excite and Yahoo! to wallpaper their pages with grey-colored Dalmatian-like spots. Disney is also inviting 101 content sites to also spot their Web sites, in exchange for T-shirts and various co-promotion opportunities with Disney. The promotion marks the first time a Web page background is being used as an ad unit on the Net. Users will also be invited to spot their own home pages by picking up their own "spots".