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Buys Target Advertisers
BY SLOANE LUCAS–Flycast Communications, a provider of Internet direct-response advertising solutions, today begins offering media buyers packages built around special events and holidays. The option will help e-commerce sites target holiday shoppers, for example, or help lure concerned citizens to a financial site come Tax Day.
The promotional “Category Buys” also cover such things as the Oscars, the Grammy’s, Father’s Day, Mother’s Day, Valentine’s Day, and football season, including the Super Bowl.
For holiday 1999, for example, an advertiser could buy a package that included all e-commerce and enthusiast sites within the Flycast network of sites, hoping to reach users who are buying gifts or investigating gift options.
The e-commerce sites would provide an opportunity to target users who are already in the mindset to shop, explained Lyn Chitow Oakes, chief marketing officer at San Francisco, Calif.-based
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