Technology that places small adverts next to the 'minimise' button on a Web browser has been developed as an alternative to traditional banner advertising.
Web3000 said its advertising system, called the NetSonic Browser Headline, puts ads on a Web surfer's browser for an entire online session, but does not interfere with the user surfing the Web or reduce available screen space.
"The vast potential of Internet marketing is well known to advertisers," said Gene Kavner, president of Web3000.com. "We've found a way to get the attention of a user, no matter where they surf on the Internet. Traditional banner advertising is like driving by a billboard. We have the capability to be on the dashboard of the car."
Kavner said the mechanism behind Netsonic's speed increase is its patent-pending Soniccache technology, which it claims has been downloaded by three million people. Soniccache stores Web content locally for immediate presentation to the user, while checking in the background for new content or other changes and automatically retrieves new content when detected.
Web3000 is also able to target users with marketing messages based on user interests, resulting in greater click-through rates. One of Web3000's clients, Avenue A, an Internet media and data marketing company, said the new browser headline has been successful in driving qualified traffic to its clients' sites.
"We are continually seeking innovative sites and placements that will help us achieve our clients' online marketing objectives," said Maggie Boyer, director of media at Avenue A.
Founded by Kavner, a seven year Microsoft veteran and one of the primary architects of the Microsoft Network (MSN), the company recently completed a $2.5 million second round of venture funding. "With this funding, Web3000.com is now well positioned to extend its efforts in the areas of Internet marketing and ecommerce," said Kavner.
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