Tough Buy: Fact or Fiction? – online media deals and service introductions – Brief Article
Is it really harder to interpret the media opportunities in cyberspace? Or are online media gurus just bellyaching when they say that their jobs can be more complex than those of their traditional media counterparts?
In our ongoing search for truth and justice, the IQ staff rifled two months worth of IQ News, looking for trends, site launches and new ad opportunities that an online media executive would feel the need to know about. Here’s a sampling of what we found:
July 19: 24/7 Media said it would launch a nationwide ad sales force exclusively for the convergence of TV and the Internet; PC Games publisher eGames unveiled a proprietary ad-serving technology; and Enliven announced features that would allow advertisers to serve dynamic ad content and access consumer databases in real time.
July 26: Foofoo.com is announced, a site that merges content from tony mags with tony e-tailers; and Opt-in marketer emaildirect announced a new performance-based pricing scheme for its Value-mail service.
August 9: Initiatives were announced by DoubleClick and Adknowledge that provide new data to gauge return on investment–part of an ongoing trend among media shops to provide more and better data mining technology; also, LaunchPad Technologies was reinvented as EntryPoint, a site that offers, among other things, the option of a competitor’s credit card popping up when a user selects his/her card.
September 13: PointClick.com says it will pay users cash to surf its advertiser-laden site; and Spinway.com previewed proprietary technology offering full-motion video at dial-up.
September 20: Global Music One announced music-playing postcards, sent via e-mail; Internet-only action sports company Nirve launched its Web site; and StarMedia Network, targeting the Spanishand Portugese markets, unveiled Periscopio.com, a Spanish-language portal.
Hey. Online buyers. Bellyache away.
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