AT&T Wireless will use rich media advertising to take over the home pages of seven major Web sites in a five-day holiday blitz, the company said today. The animated ads will appear on Ask Jeeves, Weather.com, About.com, CBS MarketWatch, CNET, ZDNET and My Simon.
The online segment of its multichannel holiday promotion is designed to increase awareness of AT&T Wireless Network Quality and emphasize AT&T Shared Advantage and Digital Advantage calling plans, AT&T said. This exclusive home page placement marks the company's first large-scale online brand campaign.
The campaign strategy, its messaging and execution options were developed by AT&T Wireless along with White Horse and Avenue A.
Based on a recent online shopping behavior study from Avenue A, its strategists coordinated the broad media buy to give as much exposure to AT&T Wireless as possible during the peak holiday time. Avenue A thinks the distinctive presence on these sites will let AT&T Wireless deliver millions of impressions in a five-day period that is considered the height of the online shopping season.
Avenue A is an interactive agency, and White Horse is a provider of strategic Web marketing and Web development solutions.