Excite@Home Announces TrueMatch Charter Advertising Program
First Ad Delivery System to Combine Dynamic Rich Media Ad Assembly And Precision Targeting
NEW YORK, Nov. 1 /PRNewswire/ -- Excite@Home (Nasdaq: ATHM - news), today announced the TrueMatch(SM) Charter Advertising Program, an online advertising initiative designed to bring advertisers closer to one-to-one advertising than ever before. Based on ''Enliven with TrueMatch(SM)'' technology from MatchLogic®, a wholly-owned subsidiary of Excite@Home, the program enables advertisers to deliver dynamically assembled rich media advertisements that are precision-targeted to audience profiles.
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Today most advertisers target their online ads against Web site content to reach their target audience. MatchLogic is taking advertising to the next level by overlaying contextual targeting with demographic profile targeting and serving a dynamically assembled rich media ad.
''Delivering a contextual and relevant message to our consumers is very important to us,'' said Louis Goldner, Digital Technologies manager for Procter & Gamble. ''With the TrueMatch technology, we're able to reach more of our target audience in a personalized manner. That's an exciting prospect for us.''
The purpose of the TrueMatch Charter Advertising Program is to work with Web advertising visionaries to gauge the effectiveness of real-time, profile-based targeted ads created dynamically or ''on the fly.'' Advertisers will also benefit from the maximization of creative production dollars, media buy optimization, and shared learning from the other program participants' campaigns.
''The TrueMatch technology offers us the opportunity to better determine the benefits of targeted, dynamically assembled advertising versus other types of targeting offerings out there,'' said Michael Cleary, executive vice president, WingspanBank.com. ''It will enable us to reach our target audience in a way conventional Web advertising has not.''
The TrueMatch Charter Advertising Program
By enabling advertisers to deliver more personalized ad messages created on the fly, the TrueMatch Charter Advertising Program offers the potential to achieve improved campaign performance-higher interaction rates, more memorable ads, and ultimately a deeper relationship with the consumer.
''The TrueMatch Charter Advertising Program is the first digital marketing solution to integrate the best of targeting, profiling and rich media-the strengths of MatchLogic and Enliven. Offline and ordinary online advertising share the same limitation-impressions are wasted on people who are not interested in a particular product or service,'' said Charles Moldow, senior vice president and general manager of MatchLogic. ''Now we're able to help our customers deliver more relevant ads that resonate with their audience. The program represents a giant step closer to the future of one-to-one marketing and the evolution of online advertising.''
The TrueMatch Charter Advertising Program, unlike any other online advertising solution, allows advertisers to target a consumer's demographic profile based on attributes such as gender, age, income range, education level, presence of children, marital status, and time of day, and serve dynamically generated rich media ads that relate to their lifestyle.
Advertisers in the program receive a variety of value-added services, including ad programming, testing and serving, a creative workshop by Excite@Home's production consulting team, precision reporting and target profiling analysis, and analysis of campaign performance against each targeting dimension.
Enliven Preferred Publishers, including pogo.com and TechWeb, (see list of members at www.enliven.com/resources/ep3.htm) will be among the first to carry the interactive rich media ads to help advertisers use impressions more efficiently, better utilize inventory, and monetize their pages more effectively.
Advanced Enliven With TrueMatch Technology
The patent-pending Enliven with TrueMatch technology enables a new level of profile-based ad targeting, mass customization of ad campaigns, and performance analysis. It utilizes the power of MatchLogic's database of 72 million consumer profiles, one of the largest in the industry, to quickly identify a set of valuable characteristics about a user.
Enliven with TrueMatch profiles are derived from anonymous click-stream data. They are identified by numeric codes stored in ''cookies'' and do not contain personally identifiable data.
When an Internet user visits a Web site, MatchLogic's high-speed distributed servers are able to identify characteristics in the user's anonymous profile. Enliven ad servers then receive this information and utilize logic based on the objectives of the advertiser to assemble in real time the appropriate text and images and deliver an ad best suited to that user's profile. The result: a creative ad unit appropriate for the recipient.
Rather than building multiple ad units for each target audience, an advertiser needs only to create a single template, thus maximizing creative production dollars. Based on the demographic information available, the appropriate graphics and text assets are plugged into the ad template on the fly. The resulting ad, like any Enliven ad, is interactive, enabling lead generation, transactions, and a variety of user-controlled interactions within the ad.
For example, an automobile manufacturer could run an Enliven with TrueMatch campaign using gender, age and presence of children as the target demographics. A 35-year old woman with children in the household could receive a version of the ad featuring a mini van and messaging suited to her profile. A man in the same age group with children could receive a version of the ad featuring a sporty four-door vehicle and text appropriate for his interests.
About Excite@Home
Excite@Home is a global media company offering media services through Excite (www.excite.com) and broadband subscription services through @Home (www.home.com) and @Work (www.work.com). MatchLogic (www.matchlogic.com) offers marketers industry leading advertising capabilities including rich media production, ad and email services, user profiling and targeting, and database analysis and management all integrated into a complete solutions package. The company has a worldwide footprint of 72 million cable homes to deliver on its vision of bringing personalized content to consumers ''All Band, All Device, All the Time.''
For more investor information about Excite@Home, please call our stockholder services hotline at 888-924-9248.
Brand recognition statistics quoted are from Frank N. Magid and Associates, Inc. (1/99).
NOTE: Excite@Home, @Home, Excite, Enliven, MatchLogic, and ''All Band, All Device, All the Time'' are trademarks of At Home Corporation and may be registered in certain jurisdictions. TrueMatch is a service mark of At Home Corporation. All other brand names are trademarks of their respective owners.
This press release contains forward-looking statements, including statements relating to Excite@Home's ability to enable advertisers to deliver targeted dynamically assembled rich media advertisements; its ability to gauge the effectiveness of real-time, profile-based targeted ads; its ability to help advertisers maximize creative production dollars and optimize their media buy; and its ability to provide global marketers with tools to achieve online advertising success and to deliver a new level of profile-based ad targeting, mass customization of ad campaigns, and performance analysis. Actual results may differ materially due to a number of factors, including the technological, operational, and financial challenges of developing ''Enliven with TrueMatch'' advertising campaigns that consumers find useful and compelling; the degree of customer and industry acceptance and support for such campaigns; and Excite@Home's ability to manage the advertising program. The matters discussed in this press release also involve risks and uncertainties described from time to time in Excite@Home's filings with the Securities and Exchange Commission. Excite@Home assumes no obligation to update the forward-looking information contained in this press release.
SOURCE: Excite@Home
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