An Israel-based web company has invented an online advertising
system which, it claims, will kill off the banner ad.
Called iNotes, the system delivers messages to users after they have
accessed their internet service provider.
Unlike banner ads, iNotes messages do not remain hidden until users
click on a specific website. Instead, once the user has accessed the
net, messages traverse their screens at regular intervals.
The new system could offer an alternative revenue source for ISPs, which
have come under increasing pressure to provide free access. They can
also use iNotes to promote their own products and services. The content
of the messages can range from simple text to animation, audio and
Young & Rubicam has invested dollars 3 million in iWeb, the Israeli
company behind the system, which also has offices in London, New York
and Silicon Valley, California.
President and CEO Kobi Samboursky said: ’The system uses ISPs to create
a one-to-one advertising medium. Just as advertising has made TV free to
viewers, it can subsidise access to online content.’
Although the system seems intrusive, Samboursky said users would have
the ability to shut down the messages. ’Although all our tests indicate
that far from being offended by them, users enjoy them.’
No ISPs have yet bought the system but Samboursky said he was
negotiating with a ’significant player’. ’We’ll shortly be signing a
contract which will help to validate this,’ he added.
However, online experts say the death of the banner is still a long time
off. Mark Nall, sales director at new media sales company 24/7 said:
’It’s hard to see how the element of direct response provided by the
banner could be made redundant by this, but new concepts are always
Samboursky and his partner Alan Girmonsky learned their trade serving in
the Israeli army’s technology unit.
Samboursky also worked at Israeli-American internet company Infogear
before founding iWeb.