• InternetUniversity: DoubleClick Diameter
    Shortly after DoubleClick completed its acquisition of @plan.inc, in February of this year, the company launched a new research division, Diameter. Combining web traffic tracking and analysis tools with the firm’s already extensive online advertising presence, DoubleClick plans to give advertisers targeted research that will substantially increase their ROI. Here’s how they are going to do it.

    By acquiring @plan.inc DoubleClick has inherited a powerful statistical analysis tool—@plan Advertising. @plan Advertising allows advertisers to strategically plan campaigns using specific predefined or customized markets. Advertisers can then “cross tab” their target audience with any other market in the @plan system. The ...

  • AOL Time Warner On a Rampage
    The new 800-pound gorilla of the online jungle starts throwing its weight around with cross-media deals.

    The time: fourth quarter, 2000. The place: CNN offices in New York. The participants: executives from AOL Time Warner, some of its properties, two advertising agencies, and Nortel Networks, an AOLTW advertiser considering a larger buy for 2001.

    Joe Kyriakoza was in the room. A group account director at Beyond Interactive, a division of Grey Advertising that is Nortel’s online agency, he attended the meeting on behalf of his client. Nortel had been buying television advertising on CNN TechWatch and some online ...

  • Market Focus: Music Sites
    The sector ranges from entertainment powerhouses like MTV and Rolling Stone to music retailers and file-sharing sites.

    Music sites were some of the first to be developed online, promoting pop-single releases, CDs, posters, and an assortment of related products. Older demos also gravitate to music sites, but not with the fervor or regularity of teenagers and 20-somethings. But according to Autumn Martin, media buyer in the San Francisco office of Exile on 7th, older demos are “much more responsive,” and are more likely to transact.

    According to the Internet Advertising Bureau’s survey of online advertising, in the first ...

  • Media For The Online World: The "Stick Man" Speaks
    Last month, I served as the official timekeeper during the Technology Shootout segment of the Rich Media Road Show presented by Emerging Interest and MediaPost Communications (the parent company of Media magazine). Sitting on stage in New York, Boston, and San Francisco afforded me a great perspective on the 15 companies who were given precisely seven minutes to present their company and rich media technology to the show attendees.

    The shootout had a Gladiator feel to it. If the audience liked what they were hearing and seeing at any time, they would respond by blowing whistles. Conversely, if they ...