SENDTEC ANNOUNCES LAUNCH OF iFACTZ
New Tool Measures Online Response to Offline Media
DMA-Orlando, FL (October 13, 2003) - - SendTec, the parent company of DirectNet Advertising (DNA), Creative South and iFactz, announced today the official launch of its new product, iFactz. iFactz, the first industry tool to measure the online response to offline media, will be unveiled during DMA Annual at the SendTec Booth #2173 in the Broadcast Pavilion.
"iFactz meets the resounding need of advertisers, media buyers, direct marketers and marketing executives who have lacked the necessary tool to measure the online effectiveness of their offline advertising campaigns," said Paul Soltoff, CEO of SendTec. "iFactz eliminates the guesswork involved in media buying and has enabled clients to gain control of their media buying effectiveness and increase ROI."
This latest offering by SendTec, in development since 2001, provides users with the ability to measure the online effectiveness of their offline direct response campaigns. When combined with teleservice reports, the data equips advertisers with the knowledge of how each medium (i.e. television, radio and web) performed and allows them to optimize media expenditures.
"As the leading agency in DRTV, we are constantly on the lookout for innovations that will make our order sourcing and media reports as accurate as possible," said Rick Petry, President of Agency Services for Euro RSCG Tyee MCM, the world`s largest full-service agency specializing in direct response television (DRTV). "With the Internet now representing an average of 15 to 25 percent of total orders in a DRTV campaign, the ability to accurately source such orders to specific TV media buys has become critical. iFactz allows us to do just that. Now we can attribute specific Internet-based orders to each network and broadcast station bought, enabling us to get a much more complete picture of each airing`s effectiveness, which enables smarter media buys for our clients. Our buyers can buy smarter because iFactz gives them insight they wouldn`t have otherwise."
In addition to iFactz media tracking systems, iFactz also includes a website analytic system that provides complete action tracking, including orders, inquires, demographics and other relevant data. As an ASP, all data and reports in iFactz can be downloaded and integrated with in-house media tracking systems.
"iFactz is one of the most important new tools to be introduced to the industry, especially in a time when accurate measurement of media buys and accountability is absolutely critical," said Larry Schneiderman, EVP at Corinthian Media, who has been using iFactz for clients such as Rhino Linings and Hoveround. "As a result, direct marketers will be able to gain control over the broadcast medium by tracking online activity to offline marketing, the same way we have been utilizing telemarketing to track over the past 20 years, thus allowing us to renegotiate rates, time periods and television stations. I would absolutely recommend iFactz to any of my clients."
About SendTec
Founded in 1996, SendTec is the parent company of DirectNet Advertising (DNA), Creative South and iFactz, three direct marketing companies that provide complete solutions for acquiring, retaining and communicating to customers through: Digital Advertising, Direct Response TV Advertising, Patent-pending Email/Web Convergence Technologies, Performance Media, and Media Buying Services. Headquartered in St. Petersburg, Florida, SendTec`s clients include Tribal DDB Needham, Intuit, Grey Direct, America Online, IBM, National Geographic, AARP, Shell Oil, Euro-Pro, Rhino Linings, Hoveround, Corinthian Media, Euro RSCG Tyee MCM and over 100 other national companies. Further information is available at www.sendtec.com.
CONTACT:
Shira Kallus, The MWW Group
(212) 827-3754
skallus@mww.com
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