IQ News: Home Network Looking To Prove It's Better To Be Rich

Home Network Is Setting Out To Prove That Rich Media Works.
As such, the company will break a pilot campaign this month using seven advertisers to prove that rich media, which offers interactivity with TV quality production, gets results.
“I wanted to be able to quantify the true efficacy of rich media as opposed to banners, interstitials, and traditional media advertising,” said Susan Bratton, director, Interactive Advertising Group, of the Redwood City, Calif.-based Home.
Participating advertisers are quite a mix, including the Intel Pentium II processor, Toys “R” Us, AT&T, Tylenol, First USA, Dockers and Bank of America.