Don’t Touch That Mouse! : Advertisers Want to Fill Your Computer’s Idle Time

Your computer--one of the last, great, untapped advertising mediums--is fast becoming Madison Avenue’s next unabashed commercial vehicle.

Already, the irrepressible Eveready “Energizer Bunny” is hopping across tens of thousands of computer screens nationwide. Last week, Universal Studios signed a deal with a computer software firm to send scenes from the hit film “Jurassic Park” swirling across computer screens. Even the Los Angeles Dodgers are considering flashing team highlights and schedules across the computer screens of their season ticket holders.

How? With “screen savers”--software that, detecting an idle personal computer, projects a changing display across its screen to prevent an image from burning itself in permanently. The idea was to prolong monitor life without letting the user forget the machine was turned on, but clever screen savers caught on and are now big sellers. Classics of the genre include the ubiquitous flying toasters, tropical fish, and characters from Star Trek. Advertisers have only recently discovered the potential of these computer programs; now, even some relatively small firms are starting to send promotional screen savers to their best customers.

All of this is in addition to several previous attempts by marketers to convert computer screens into ad resources. Last year, Forbes magazine ran an ad that included a floppy disk that gave details on Nexis, an electronic information service. A few car makers are sending product information on computer disks. And several on-line computer services, including Prodigy, sometimes place ads at the bottoms of screens.

Not everyone is pleased with this commercialism of computer screens. “As if TV screens and movie screens aren’t enough,” lamented Alan Thein Durning, senior researcher at the Worldwatch Institute, a Washington think tank, “now they’re invading computer screens.”

There are lots of screens to invade too, with personal computers essential equipment in nearly every business in the United States and fast becoming a common household appliance. Advertisers are being dazzled by this simple fact: The typical personal computer user spends 1,638 hours a year in front of the computer, said Jeff Oster, partner at Screen Team, a Claremont, Calif., division of Home Run Software Productions, creator of the “Jurassic Park” screen saver.

Those who are capitalizing on this new venture insist that they are not invading computer screens at all. Rather, they say, they’re simply offering consumers a little fun.

“We’re providing entertainment, not blatantly promoting a product,” insisted Michael Malone, vice president of licensing at MCA/Universal Merchandising, which plans to release its “Jurassic Park” screen saver at Christmas. But besides scenes from the film, the disk will also have “time-released” ads promoting the future release of the “Jurassic Park” video.

Also, the “Jurassic Park” screen saver will automatically flash promos for Universal’s upcoming film “The Flintstones” several weeks before the movie opens next year. In fact, Universal is already developing a separate screen saver for “The Flintstones,” Malone said.

Similarly, executives at Eveready insist that their screen saver with the familiar pink rabbit is harmless fun. “It’s an entertaining way to be in front of consumers,” said Harriet Blickenstaff, director of marketing at Eveready, whose bunny parachutes and snorkels on the screen saver. “If we wanted to do real advertising, we’d put our battery up there.”

But Blickenstaff concedes that the typical computer user is, indeed, Eveready’s ideal consumer: relatively young, well-off and a frequent user of batteries.

The guy who thought up the Eveready screen saver never believed that Eveready would approve his idea. “Why would they want a small banana like me messing with their golden goose?” posed Peter Avritch, president of Westlake Village-based PC Dynamics. But Eveready agreed. And in about six months, the firm has sold more than 100,000 of the bunny screen savers at around $20 each--including one version where the bunny randomly walks across the screen while beating its drum.

But it isn’t just large companies that are advertising on screen savers. Boise Sports Center in Boise, Idaho--a 62-acre public sports complex--will soon be sending personalized screen savers to frequent clients that have home or office computers.

When the center’s customers fill out rental forms, they are asked if they have computers at home or work. And this Christmas, the center will send clients self-promotional screen savers that will also flash ads for the center’s marketing partners, including Coca-Cola and Fuji.

“What better way to get my message across?” posed Dave Hoffmeyer, owner of the center. “This gives me a way to get my face in front of my best customers every day of the year.”

Screen Team is making the sports center’s screen saver. It also made a screen saver for employees at Target’s corporate offices, featuring an animated version of the familiar Target logo that literally consumes the logo for Wal-Mart.

But Berkeley Systems Inc., the Berkeley-based firm that makes one of the most popular screen savers on the market--one that features images of flying toasters--staunchly refuses to place ads on its disks.

“I wouldn’t want an ad flashing on my screen saver at home,” said Nicholas Rush, executive vice president at the Berkeley-based firm. “So, why would anyone else?”

Briefly . . .

Los Angeles-based International Communications Group has picked up the $8-million media buying account for Philadelphia-based Pep Boys, formerly handled by Century City-based Admarketing . . . The Brentwood agency Stein Robaire Helm, which last week lost the $10-million Ikea/West ad business, has laid off two Ikea-related staffers but says it plans to hire two employees for other new business . . . Venice-based Chiat/Day made the first cut and is a leading candidate to win IBM’s $80-million PC account . . . Look for the $30-million Irvine-based Kia Motors North America account to be awarded in the next few days . . . Rebuild LA is considering scrapping its advertising committee . . . A new MCI spot for “Friends & Family” will air this week featuring eight stars of TV’s original “Star Trek” . . . An expected merger between Santa Monica-based Kresser/Craig and New York’s Waring & LaRosa is close at hand . . . A new magazine aimed at female car buffs, American Woman Motorscene, is being published out of Santa Monica.