Powerful Alliance Yields Ad Solution for Peak Online Shopping Season '98

Strategic Insights -

During the last week of October '98, DoubleClick Inc., a leading provider of global Internet advertising solutions, and Compaq's AltaVista, the most powerful and useful guide to the Internet, launched the AltaVista Holiday Shopping Guide. The Guide was created to help consumers search for and find the online stores of their favorite merchants. It included a directory-like structure and an interactive gift guide, allowing users to sign up for special offers from selected merchants.

The Guide was promoted on the AltaVista home page and through an extensive online advertising campaign. The three-month promotion focused on delivering mass reach to advertisers, with placement within the Shopping Guide and prominent exposure on the AltaVista home page. DoubleClick created three levels of sponsorship, varying in prominence and reach, suitable for advertisers of any budget.

Key Takeaways:

  • DoubleClick and AltaVista formed a powerful alliance to provide a highly effective online medium for advertisers during the peak holiday shopping season.
  • The AltaVista Holiday Shopping Guide included a directory-like structure and an interactive gift guide, providing users with an opportunity to sign up for special offers from selected merchants.
  • The three-month promotion focused on delivering mass reach to advertisers, with placement within the Shopping Guide and prominent exposure on the AltaVista home page.
  • DoubleClick created three levels of sponsorship, varying in prominence and reach, suitable for advertisers of any budget.
  • Compaq's Presario e-commerce partners, including Amazon, N2K, 1-800-Flowers, Reel.com, DVD Express, and Junglee, were included in the AltaVista Shopping Guide due to DoubleClick's relationship with Compaq.
  • The Guide was designed and produced by DoubleClick, with its global salesforce promoting the opportunity to advertisers and advertising agencies worldwide.

Statistics:

  • 3 levels of sponsorship created to accommodate advertisers of any budget.
  • 6 companies included in the AltaVista Shopping Guide: Amazon, N2K, 1-800-Flowers, Reel.com, DVD Express, and Junglee.
  • 3-month promotion focused on delivering mass reach to advertisers.

Sources:

  • DoubleClick Inc. (www.doubleclick.net)
  • Compaq's AltaVista (www.altavista.com)
  • PR Newswire (Oct. 14 '98)