“Traditional advertisers will take up the slack.” That’s been the mantra of many online advertising industry evangelists since the Great Dot-Com Collapse. But it’s been well over a year, and we still haven’t seen the big brand advertisers rush to advertise online like the dot-coms once did. While many of those same evangelists are scratching their heads and wondering why the likes of Coca-Cola, Budweiser, and General Motors haven’t spent outlandish sums of money on online advertising, some of the online media professionals with traditional media experience have started a movement within the industry. Many of them would like …

Last month we discussed HTML and JavaScript, the two most common languages used on the Internet. Their primary purpose is to format text and images to create the layout of the pages we see. This month we’ll take the topic a little further—to programming languages that deal with conditional logic and database connectivity. Basically, web developers have a certain set of tools they use to design pages. So, how do they insert content into these layouts? For smaller websites the content is the text on the page written within the HTML. This means that every time there is a …

Founded in 1997 by John Bohan and Mark Roah, L90 is a rep firm that currently represents 500 websites and claims 7 billion monthly impressions. L90 says it reaches half of all users on the Net each month through its network of websites, which includes SI for Kids, PBS Online, and Aerosmith.com. Since the beginning of this year, L90 has inked a number of agreements with both online and brick-and-mortar companies. In January L90 partnered with wireless company Zondigo. February brought a marketing campaign with Lucky Brand jeans to drive sales and build an opt-in database of interested consumers. …

For this section, we usually try to find five or six new or newly useful online destinations and give you a one-paragraph synopsis of why you should be interested in them. We’ve recently decided that a short paragraph just isn’t enough, so from now on ClickPicks will focus on just one destination per issue. This time, the site is AMIC.com and the spotlight is on their primary affiliate, eTelmar. We came across the two sites when eTelmar—the online arm of Telmar, which has long been a fixture in the ad industry—launched an online tool that can optimize all media …

StreamingAds Beginning to Burble by Ken Liebeskind, MediaPost Staff Writer Advertising associated with streaming web content is starting to surface. In the past, Yahoo.com was virtually the only site that ran it, but now there are many more players in the game, although it’s still relatively new. The advertising often fronts streaming content that is selected by users. As the content they request loads, an ad plays, usually fifteen seconds long. This is the main instream avail, although there are other opportunities, especially from Yahoo. On24.com, a financial-news network that distributes content to over 300 portals and …

The online advertising industry has officially forgotten the basics of advertising. That may sound like an unfairly strong statement, but it’s true. At the Jupiter Online Advertising Forum last month, everyone talked about measurability, targeting, larger sizes, premium placement, and a host of other quantifiable issues, but not a single eyebrow went up when a Jupiter researcher suggested that publishers should place premiums on media, not creative. “Splashy creative and fat bandwidth will not solve the industry’s problems,” the report said. “Premium inventory today is largely a function of creative unit size and placement—while only the latter makes …

Remember the TV anchor in the movie Network who rants, “I’m mad as hell and I’m not going to take it anymore”? I felt like that while reviewing the long-awaited Rich Media Guidelines from the IAB. Now, I feel like the same character later in the movie, when he announces, “it was a nice try fellows, but the revolution is over.” Why do I feel so glum? Let’s take a look at some of the guidelines. Rich media banners are defined as those that support HTML, Macromedia Flash, Java, or HTML. (Current advancements in DHTML technology are not discussed.) …

MODERATOR, Tom Hespos, Internet Strategist, Mezzina Brown and Partners: To have a debate on whether the Internet is a better medium for advertising or for marketing, we need to go over some definitions. This is right out of Merriam-Webster: Advertising: The act of calling something to the attention of the public, especially via paid announcements. Marketing: The process or technique of promoting, selling, and distributing a product or services. By definition, the discipline of advertising falls under marketing. But for the purposes of this debate we should try to separate the two. Media: Also, what does it mean to …