Dominion Enterprises Deploys New Service from Omniture and 24/7 to Serve Visitors More Relevant Ads; Joint Solution Combines Online Analytics with Publisher-side Ad Management
OREM, Utah & NEW YORK – Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, and 24/7 Real Media Inc., a WPP company (NASDAQ: WPPGY) and a leader in global digital marketing, announced that Dominion Enterprises is deploying an integrated ad management and analytics offering from the two companies to increase the value of its advertising inventory. Dominion Enterprises, a leading publisher of niche consumer information sites such as Homes.com and ForRent.com, is examining this service on its online properties to serve more targeted advertising and to produce completed-loop reporting on advertising effectiveness.
Dominion Enterprises will be able to utilize the joint solution to serve relevant ads on its online properties through 24/7’s Open AdStream® platform, which are targeted to customized visitor segments created via Omniture SiteCatalyst. The custom segments are built based on data, such as time spent on site and number of return visits, that is shared between SiteCatalyst and Open AdStream. Publishers such as Dominion Enterprises can leverage Open AdStream’s intelligent ad decisioning and delivery capabilities to serve the most appropriate ad to users in each visitor segment, enabling maximum revenue generation for the publisher’s Web site. Data segments from Omniture SiteCatalyst are actionable in the Open AdStream platform, enabling publishers to deliver more relevant and targeted ads. To better understand how the defined visitor segments interact with particular ads, Dominion Enterprises measures advertising metrics such as impressions, clickthroughs, cost per click, cost per action and ad revenue as well as analytics metrics provided by Omniture SiteCatalyst and Open AdStream. Additionally, publishers can view segment, creative and other performance-based campaign metrics in the Open AdStream interface, and export that data to SiteCatalyst where campaign metrics are correlated with site-wide visitation metrics to provide deeper insight into campaign performance. The integration of data on both ends better informs publishers’ marketing decisions, such as forecasting revenue and ad inventory.
“The Omniture and 24/7 Real Media joint solution provides an additional tool to advertisers to reach a more qualified audience for their ads, which results in stronger leads,” said Kevin Rogers, Web analyst at Dominion Enterprises. “By understanding which ads are more relevant to particular visitor segments, we have an additional way to drive conversions for our advertisers, which helps us increase the value of our advertising inventory.”
This integration further develops the strategic partner relationship announced in January 2009 between WPP and Omniture. The partner relationship provides clients with more effective insights globally across both digital and traditional media channels. Open AdStream is 24/7 Real Media’s proprietary, award-winning ad serving and campaign management platform that combines the powerful business intelligence of Web analytics and targeted advertising with a world-class management platform across every digital channel.
“Through this cutting-edge integration, 24/7 Real Media’s publishers and marketers will be better equipped to engage their audiences with targeted advertising messages,” said Nicolle Pangis, vice president, product management, global media and technology for 24/7 Real Media, Inc. “Publishers such as Dominion Enterprises are now discovering how extensively this new capability aggregates their wealth of information to further understand and leverage that data in real time.”
“Prior to this integration, publishers have not been able to optimize ad delivery based on valuable information about the ways visitors interact with content,” said John Mellor, executive vice president of business development and corporate strategy at Omniture. “The joint solution with Omniture SiteCatalyst and Open AdStream gives publishers such as Dominion Enterprises the insight they need to better optimize ad effectiveness, resulting in higher CPM rates and increased revenue.”
For more information about publishers’ integrated use of Omniture SiteCatalyst and 24/7 Real Media Open AdStream, please visit www.omniture.com or www.247realmedia.com.
About 24/7 Real Media, Inc.
24/7 Real Media, Inc. a WPP company, (NASDAQ: WPPGY) is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com.
24/7 Real Media: The Science of Digital Marketing.
24/7 Real Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Real Media cookies, go to: www.networkadvertising.org.
Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture’s more than 5,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony and HP. www.omniture.com
Copyright (c) 2009 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners.