Dell Computers Offers Custom Estimates Through Ad Exclusively on PC World Online.
Interstitial Ad Is Site's Latest Effort to Take Sponsorship
"Beyond the Banner"
Millions of computer buyers who turn to PC World Online <www.pcworld.com> for advice will get access to personalized estimates from Dell Computers in a new interstitial ad created exclusively for the site.
The ad, which launched last month, will let computer shoppers select a Dell computer model, modify it to their specifications, and order their own custom-built machine in one visit.
Designed by New York agency Grey Interactive and their media arm, media.com, the ad is the first to offer users a customized shopping experience through an online advertisement, according to Thomas Gewecke, publisher of PC World Online Services Group.
"We're always working with sponsors on ways to cut through the clutter of banner ads, and Dell's ad is a perfect example," Gewecke said. "Because so many computer buyers make PC World Online their first stop for research and comparisons, we were able to offer Dell a perfect environment to showcase its products in an eye-catching, appealing, and highly useful fashion."
The ad follows PC World Online's celebrated interstitial ad for Hewlett Packard's Photo Printer in which visitors played a "Pong"-style game with "Jerry", a computerized opponent.
"We've distinguished PC World Online as an advertising environment by partnering with high-tech companies to develop unique advertising approaches that capture the attention of sophisticated PC-proficient managers online," Gewecke said. "Dell's personalized ad is another terrific example."
The Dell ad unit breaks new ground on two levels, according to Adam Turinas, vice president/management supervisor of Grey Interactive. "The 'real estate' is large enough to sell all the key feature benefits and the great price, something you can't do in a traditional banner," he said. "The most exciting feature is the configurator. Users can price out different configurations of a Dell Dimension XPS by changing the processor speed, memory and hard drive size interactively on the ad banner. The natural next step is to click through into the bigger configurator at Dell.com."
About PC World Online Services Group
PC World Online Services Group publishes TipWorld, THE WEB Magazine Online, Dummies Daily, World Shopper, and PC World Online. PC World Online, ranked consistently among the Top 30 sites in the United States by Jupiter Research's AdSpend Report, reaches more than 1.25 million unique readers per month on the Web <www.pcworld.com>, America Online (Keyword PCWORLD), and CompuServe (go PCWORLD), and through channels on many popular "push" services, including Lanacom's Headliner, Incommon's Downtown, and others. PC World Online Services Group is a business unit of International Data Group (IDG), the world's leading IT media and research company. Company information and access to more than 140 IDG World Wide Web sites is available at http://www.idg.com
CONTACT: PC World Communications, Inc., San Francisco
Scott Danish, 415/978-3226
Michael Kaminer Public Relations, New York
Michael Kaminer, 212/627-8098
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|Date:||Sep 9, 1997|
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