Although spending plans were not disclosed, Excite said the deal is the
largest investment any consumer goods company has made to date in its
broadband advertising programs.
Unilever was one of the first companies to advertise on the @Home broadband
service, beginning with ads for its Lipton brand in 1997.
“We view broadband advertising as an important Internet marketing strategy
for Unilever because it lets us present our message in a highly engaging
format and connect very closely with our customers,” said Tony Romeo,
chairman of Unilever’s North American Interactive Brand Center.
[email protected] will provide program management, creative consultation, ad
targeting, ad tracking and measurement of brand perception and purchase
intent to Unilever. Unilever and [email protected] also will collaborate in the
design and implementation of third-party independent tracking and awareness
studies that measure the effects of broadband advertising.
Last month, Unilever Nederland B.V. announced it would run online advertising
campaigns on the @Home Nederland broadband service, a high-speed cable
Internet service in the Netherlands. Unilever is one of the world’s largest
consumer products companies with sales close to $50 billion. It produces and
markets a wide range of foods, home and personal care products.