AT&T, Modem ring up a big Olympics Web buy

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Animated ads on 25 sites give visitors a taste of the Game.

AT&T Corp. is blazing new territory in Web advertising with a massive Olympic-theme Internet "roadblock..

Starting July 17, AT&T ads will appear for seven days on more than 25 Olympic and sports-related sites, search engines and Web networks.

Instead of static banners, AT&T will run "intermercials," allowing users to participate in animated games. To move into deeper levels of interaction, users can jump to AT&T's Olympic site at

Participating sites include Netscape Communications Corp., America Online, Sports Illustrated, USA Today, Cool Site of the Day and Yahoo!. Although the cost of the buy wasn't disclosed, executives at AT&T interactive agency Modem Media, Westport, Conn., said many sites were willing to negotiate ad rates in exchange for being part of the event.

Copyright July 1996 Crain Communications Inc.

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