BOSTON, MA -- (MARKET WIRE) -- November 1, 2006 -- As part of its strategy to bring accountability
to television advertising, Backchannelmedia, Inc., a provider of direct
response TV (DRTV) and television advertising services, today unveiled its
redesigned Web-based DRTVResearch portal. DRTVResearch is a free search
and planning portal that offers media buyers and planners one central
resource to access the latest demographic information, paid programming
availabilities, and TV listings for all U.S. commercial television
stations, cable networks, regional sports networks, and syndicated programs
for designated market areas (DMAs). Using this portal, media planners can
optimize their purchases of television advertising time for the greatest
return on investment (ROI). DRTVResearch is now available at
www.backchannelmedia.com.
The traditional approach to purchasing TV advertising is under close
scrutiny from the industry due to the fragmentation of today's television
audience and their viewing habits. The combination of expanding channel
capacities, changing viewer habits and emerging technologies -- such as
Video-on-Demand and DVR -- has created an array of rich and varied
media-buying opportunities for today's advertisers. Moreover, the complex
nature of today's media campaigns requires advertising to be accountable,
where ROI must be closely tracked to eliminate ineffectual spending. As a
result, there is a need for solutions that can increase advertisers' ROI
and enhance their media buying efficiencies by providing services that
capture the dynamic relationship between consumers and commerce.
"The newly redesigned DRTVResearch Web portal is the first step in helping
advertisers to effectively plan and optimize TV advertising campaigns,
driving a renewed sense of accountability and return on investment for
advertisers," said Michael Kokernak, founder and co-CEO of
Backchannelmedia, Inc. "Now media planners and buyers have free access to
one of the most powerful media buying search tools available. Using our
Web-based service, media buyers can research various markets to identify
types of television programs and program schedules as well as demographic
data down to the zip code level."
The DRTVResearch Web portal consists of more than 800,000 searchable Web
pages of invaluable information and research required by media planning
professionals to develop more accountable media schedules for their
clients. The most comprehensive, free media planning tool currently
available online, the DRTVResearch Web portal includes:
-- An intuitive user interface developed for ease-of-use and
accessibility;
-- A robust search engine technology that allows for deeper targeting
capabilities;
-- Substantial graphing capabilities designed for users to easily
leverage their research in presentation form to their clients.
DRTVResearch easily integrates with Backchannelmedia's STARS (Sales
Tracking and Reporting Services) Web portal -- a centrally hosted platform
that provides real-time customized data that ties media placement to actual
sales and responses. In use today by direct response advertisers, STARS
lets advertisers and media buyers optimize and measure the impact of their
television advertising schedules created using DRTVResearch.
DRTVResearch and STARS are part of a suite of services the company will be
introducing over the next several months. DRTVResearch can be accessed at
www.backchannelmedia.com.
About Backchannelmedia, Inc.
Backchannelmedia, Inc., a Web-enabled media buying and planning firm
located in Boston, was founded in 2000 with the belief that television
advertising should become accountable, fueling the growth and performance
of the entire marketing and advertising disciplines. Backchannelmedia
provides direct response television advertising expertise to new and
established businesses so they receive the best return-on-investment (ROI)
from their TV ad campaigns. The company has developed several proprietary
Web applications including DRTVResearch, a free search and planning Web
portal that offers media planners the most comprehensive, free Web-based
planning tool currently available; Sales Tracking and Reporting Services
(STARS), which assists direct response advertisers through its robust
reporting and its ability to identify campaign sales trends; and Digital
Gateway, a Web-based data connector that captures consumer responses from
inbound telemarketing centers and uses logic algorithms to source each
consumer response to each advertisement placed. The company also offers
DRTV Connected, a daily newsletter which includes a compilation of the
latest news and trends in the DRTV advertising industry and currently
boasts over 20,000 opt-in subscribers.
Contact Information: Contact:
Alicia Libucha
Lois Paul & Partners
781.782.5703
alicia_libucha@lpp.com