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IP: net advertisers are growing up
From: Dave Farber <farber () central cis upenn edu>
Date: Fri, 31 May 1996 06:54:35 -0400
YAHOO! CAVES IN ON P&G WEB DEAL Proctor & Gamble recently joined the madding crowd of companies advertising on the World Wide Web, but it cut a better deal than most when it told Yahoo! it would pay only when a user actually used its ad to click to P&G's own Web site. Most companies pay based on the number of "eyes" that view their ad, similar to the way TV and print advertising is priced. "People think Yahoo! has put a stake in the heart of the industry," by agreeing to P&G's terms, says a VP at Lycos, which turned P&G down. WebTrack Information Services says only about 1% to 2% of Web ads are compelling enough for viewers to want to investigate further. (Business Week 3 Jun 96 p44)
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