Carmichael, Matt
December 1999
Advertising Age;12/20/1999, Vol. 70 Issue 52, p34
Trade Publication
The article looks at successful online advertising initiatives launched in the U.S. in 1999. Much more can be done to effectively use banner space advertising. Onsale's use of Macromedia's Flash Generator technology to put real-time auction bids in the banners was an example of making banners truly functional. Any application that allows advertisers to really own that space should be implemented as soon as possible. Meanwhile, IBM Corp. showed that simple is still beautiful with its bright yellow Lotus Notes banners. Jenny Craig Inc. demonstrated that banners can be just as tasteless as any other medium. Women.com Network tapped Unicast Communications' Superstitial technology to promote internal features. That has provided a dynamic means of highlighting content while giving marketers yet another way to brand the areas they are sponsoring. The year has seen quite the increase in sponsorships of individual sections of site. Online-only zine Salon has partnered with blue-chip automotive advertisers. Sponsorships can be an effective brand builders.


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