Interactive ads and viewers might not click.
The next step is to make interactive ads.
Spending for the assignment, including creative development, sports marketing and interactive ads, was estimated at $70 million.
The decision was not unexpected because there had been little to show from the efforts by Canoe Ventures concerning interactive ads.
Getting Internet advertising right means creating lots of different, interactive ads that can be tested against each other and refined with up-to-the-minute monitoring of responses.
"In the last 18 months, the momentum has just lifted," said Jacqueline Corbelli, the chief executive of BrightLine iTV, which designs interactive ads.
Another new study makes direct comparisons of certain kinds of interactive ads and television spots but does so basically on the older medium's terms.
The campaign, which also includes newspaper and interactive ads, is by the longtime I.B.M. agency, Ogilvy & Mather Worldwide in New York, part of the WPP Group.
As marketers discovered ways to use more interactive ads, MSN was one of the few sites that could deliver a mass audience.
Verizon Information Services will also work with other Kirshenbaum Bond agencies like Dotglu, for interactive ads; Lime, for public relations; and the Media Kitchen, for media services.
The campaign also includes radio spots and materials for local AMF bowling operators, like templates for fliers, coupons and interactive ads.
