Banners can wind up in the strangest places

Carmichael, Matt
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p40
Trade Publication
This article evaluates advertisements featured in Yahoo!'s GeoCities, created by Saatchi & Saatchi in 1999. The authors note the preponderance of Yahoo! house advertisements taking up slots in the rotation. There was also the lack of major marketers advertising on the site, with the exception of Hewlett-Packard and Staples. Finally, he authors comment that they are all in favor of the small, targeted advertising buy on the Web. It can cost less than running one 15-second TV campaigns to sponsor a fan site, a user group or even a specific online community focused on a company's product or consumer.


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