--Solution Now Allows Advertisers & Publishers to Measure How Users Engage with Rich Media Ads; New Centralized Reporting Interface Launched Simultaneously--
AD:TECH New York - November 3, 2003 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of tools for advertisers, web publishers and direct marketers, and Macromedia (Nasdaq: MACR) today announced multi-event reporting capabilities for its joint rich media product, DART Motif, an integrated solution for creating, trafficking, deploying and reporting on rich media ads.
Launched in July, DART Motif now provides in-depth information on how a user interacts with rich media advertisements for the most comprehensive analysis, optimization and understanding of rich media investments. In addition, the companies announced that a host of advertising agencies and web publishers have signed on as Motif clients including Ford Motor Media, MPG Media Contacts, OgilvyInteractive UK, Tribal DDB-Dallas, Universal McCann Interactive and Zentropy Partners, as well as CBS, Cox Newspapers, MIT Technology Review and MTV Networks, among others. MPG Media Contacts has agreed to use DART Motif on a global basis.
"One of the largest problems with rich media today is the variety of formats available and the necessity to deliver the same idea and brand experience in all of them," said Lino Ribolla, executive creative director, OgilvyInteractive UK. "DoubleClick provides us with efficient and innovative marketing solutions, and this product will allow us to focus on creative excellence and not the various steps involved in deploying the campaign, thus assuring greater return values to our clients."
By integrating Macromedia Flash with DART ad management solutions, DART Motif enables web publishers, advertisers and agencies to simplify and save time at every step of the rich media process. Macromedia Flash is the industry leading solution for developing highly visual interactive content and applications that deliver breakthrough experiences with significant return on investment.
The joint rich media solution has proven to significantly reduce the time it takes to deliver a rich media campaign from around two weeks to just one to three days and provides extreme ease-of-use. Motif is highly flexible and supports all major rich media format types (e.g., floating, floating with reminder, in-page etc).
"DART Motif is a natural complement to DART`s ad serving technology, which we`ve used effectively for some time," said Matthew Goldstein, vice president, advertising sales operations, MTV Networks. "As major advertisers and agencies start to deploy more rich media ads, we want to be equipped to handle those campaigns by becoming enabled with DART Motif."
The latest extension of the DART Motif product is its exclusive measurement package, Audience Interaction Metrics. This reporting system can gather more than 30 unique interactions including ad exposure time, ad interaction time (which measures active time spent interacting with the ad including mouse-overs, clicks), whether a rich media ad fully delivered, multiple clicks, load movies, and custom-timed events. Motif is the only available product that offers this full suite of metrics. Now, ad designers can now easily assign in-depth and custom tracking events to their Flash Motif rich media creatives that are automatically reported on through DART.
DART For Advertisers (DFA)`s ReportCentral
DFA`s ReportCentral is a new user interface for centralized reporting. The new query tool, which includes the new Audience Interaction Metrics, allows for a complete side-by-side comparison between rich media and non-rich media campaigns. This new interface allows users to view the "big picture" of their online advertising -- including rich media, search, and banners -- in one place. ReportCentral also includes new usability features, additional media metrics and download formats, and the ability to run scheduled reports.
Range of Ad Formats
In order to offer as many options to clients as possible, DART Motif now provides a complete range of ad type formats to fit different creative needs and budgets.
"With the much-anticipated introduction of multi-event reporting for DART Motif, we`re providing metrics that will help advertisers understand the complete brand impact of their rich media advertising, as well as user behavior," said Doug Knopper, vice president and general manager, online advertising solutions, DoubleClick. "These unique Audience Interaction Metrics, along with the wide range of ad format choices, and the availability of performance metrics in one central location, make DART Motif the most significant breakthrough yet for creating, managing, and measuring the impact of rich media."
"The dramatic benefits of rich media for online advertising have led to explosive growth in the number of online rich media campaigns," said Forest Key, senior product manager, Macromedia. "Macromedia Flash creatives deliver unique experiences that engage users and immerse them in the brand and messages of a campaign. With the DART Motif solution Macromedia and DoubleClick have delivered a completely integrated solution for creating, tracking, and deploying rich media campaigns."
According to DoubleClick`s most recent Ad Serving Trend Report (Q3 2003), 37% of all ads served on its system are rich media. In addition, in connection with the launch of Motif in July, DoubleClick authored a white paper on rich media that details effectiveness metrics, advertiser usage, and sites that feature high volumes of rich media. This paper, as well as additional information on the DART Motif product, can be found at www.doubleclick.net.
About DoubleClick Inc.
DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick`s online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company`s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
Experience matters. Macromedia is motivated by the belief that great experiences build great businesses. Our software empowers millions of business users, developers, and designers to create and deliver effective, compelling, and memorable experiences-on the Internet, on fixed media, on wireless, and on digital devices.
DoubleClick (NASDAQ: DCLK)
450 West 33rd Street
New York, NY 10001