FORT WASHINGTON, Pa., July 21, 2005 (PRIMEZONE) -- PointRoll Inc. (NYSE:GCI), a leader in rich media technology and service, announced today the launch of ad sequencing, a new feature that allows online advertisers to control the progression and delivery of multiple ad units within the same campaign, during a specified time period. Ad sequencing ensures that Web users view different messages every time they encounter the same campaign vastly increasing the creative opportunity and overall impact of each online spot. Compatible with all PointRoll ad formats, sequencing lets advertisers determine which ad is seen first, second, third, fourth, fifth, and so on (up to twenty iterations per series).
"The primary goal for our Propel campaign was to drive trial among our core target audience and ultimately deliver them to PropelFitnessWater.com to interact with the brand on a deeper level," said Hillary Hawker, account director for Tribal DDB. "Using PointRoll technology, we were able to sequence our creative messaging and tailor our call-to-action, based on user interaction."
With PointRoll's sequencing capabilities, advertisers can set up campaigns to deliver unique messages based on user interaction, as well as user exposure. For example, an advertiser can deliver a message focused on data collection. Once the user completes the data form, the follow-up creative can focus on a branded message. In this way, the level of requested interaction as well as the message is tailored to each user. Propel and Target have used sequencing during the beta test period.
PointRoll also supports time-based sequencing. This means that advertisers can specify a period of time after which the sequence automatically starts over for a user. For example, if an advertiser sets a 24-hour sequence, every 24-hour period a user would receive the sequence from the beginning no matter how far through the sequence they were the prior 24 hours. The time period can be anything from one hour to several months, depending on the specific campaign objectives.
"PointRoll's sequencing feature offers a key layer of functionality as advertisers strive to deliver more creative and powerful ad units that embrace the interactive nature of the online medium," said Chris Saridakis, CEO, PointRoll. "Sequencing also offers an elegant solution for advertisers that seek increased control over message delivery."
About PointRoll, Inc.
PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE: GCI), powers the most creative, engaging, and consumer-friendly ad campaigns on the Internet. Founded in 2000, the company enables advertisers, agencies, and online publishers to measurably increase conversion opportunity, brand awareness, creative expression, and message content -without disrupting the user's online experience. PointRoll's proprietary technology platform delivers a suite of rich media products including: FatBoy(r) expanding ads, Tomboy(tm) universal 100K+, TowelBoy(r) snap-back units, and BadBoy(tm) floating ads, dramatically enhancing the impact of any Internet ad campaign. PointRoll's rich media experts support every campaign with full service including creative consultation and development, Q/A testing, and trafficking. PointRoll works with more than 500 advertisers and its technology is accepted by thousands of online publishers including Yahoo!, MSN and AOL. For more information, please visit http://www.pointroll.com.