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Internet Marketing Digest

Volume 2 - Number 16 - 12/6/1996

Articles in this issue:

12. Commonwealth network helps target web banners

12. Commonwealth network helps target web banners

A New York-based interactive company is bringing big brand advertising to Web sites too small to solicit their own. Interactive Imaginations is offering the Commonwealth (http://www.commonwealth.riddler.com), a network of 500 sites. The sites will display targeted banner advertising from marketers including Apple Computer, Quaker Oats, Random House, Ziff-Davis Publishing and Microsoft.

The idea behind the network is to help support new and up and coming sites that attract the type of cutting-edge customers marketers crave, says Greg Stuart, exec VP-director of marketing at Interactive Imaginations. As of June 1 1996, Commonwealth sites will receive three quarters of a cent per impression. This rate could bring sites $ 1,700 or more per month. Marketers pay a minimum of $ 10,000 per month to participate. The rate could decrease somewhat for long-term deals.

Other New York interactive shops Neographic and SiteSpecific will soon unveil programs to enable targeted marketing. Neographic plans to launch an agent-like technology for site and marketer use this summer. SiteSpecific has established a content syndication unit to handle entertainment property.

Advertising Age, 3/6/1996

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