We're really everywhere . . . Microcast, which plans to register for an initial public offering within the next two months, hopes to be able to serve 8 million viewers simultaneously by the end of 2001. In addition to delivering audience and video quality on par with television, Microcast executives say they can help advertisers target messages at specific demographics. Before viewers participate in a Microcast broadcast, they will be asked to register online and provide information such as their age, sex, income, e-mail address and zip code. Broadcasting beer ads to females generally doesn't work.
Advertisers only have to pay for the eyeballs they want.
The commercials are woven into Microcast's video stream and appear the same way as advertising does in conventional TV broadcasts. Microcast provides its turn-key Internet broadcast service free to clients, such as the PGA Tour. The company makes money by receiving a negotiated share of the advertising revenue collected by its clients. Hallmark plans to broadcast such programming on its own Web site. Microcast also is negotiating with various sports organizations and entertainment studios, Nash said.