Launch of new online advertising management service

Added : ( Fri Apr 12 2002 )

ONLINE BRANDING AND DIRECT RESPONSE ADVERTISING IN ONE PACKAGE

The online advertising debate continues - is it more effective as a branding or as a direct response tool? How should campaigns with such different objectives be managed and measured?

One agency believes it has an answer to satisfy both brand managers and direct marketers.

After over a year of research and development, Brighton-based agency DVisions has come up with a managed package that will enable marketers to get maximum return on investment from their online advertising. Using a hosted software solution originally developed for the affiliate industry, and drawing on DVisions' significant expertise in the field, advertisers can run both branding and direct response campaigns - with optimum targeting for each, full control of both and using the appropriate metrics.

DVisions launched Myap(http://www.myap.co.uk) on April 3rd as the newest addition to its suite of
online marketing services. 'Myap is the first integrated answer to a pressing issue,' said DVisions Director Alison Clark, 'It allows advertisers to develop a network of hundreds of media sites rather than just a handful, yet retain complete control in the planning, buying and creative execution.'

As the average CPM for traditional branding campaigns has dropped, the pressure on media sites to agree to cost-per-action (CPA) deals has increased. As a result, branding campaigns are being measured by direct response metrics and disgruntled media owners feel that branding is being achieved 'on the cheap'. Meanwhile, the real potential for performance advertising is being missed by media buyers who are not direct marketers.

'We have always believed that the Internet is an ideal medium for both direct response advertising AND branding,' said Clark, 'What we have done is taken the tracking integrity of affiliate marketing software and turned it into an essential tool for
mainstream advertisers.'

The software which handles these multiple campaigns was developed by Kowabunga! Technologies in the USA, and DVisions is launching it here under the brand name myap.co.uk. Its roots lie in the world of online affiliate programmes, and Clark believes this is why the technology has passed 'under the radar' for so long.

'Using affiliate tracking software as the basis for an online performance ad network or partner programme should be an obvious choice for UK marketers,' said Clark. 'But unfortunately it's the
disreputable end of the affiliate industry that taints people's view of it. We even had a client who was unable to receive an email from us, and it turned out that her company's email policy was to filter out messages containing the word 'affiliation'. The point is, the capability is there for marketers to considerably improve the ROI of their online activity - and it's one of the industry's best-kept secrets.'

'Myap.co.uk is positioned to appeal to UK marketers who just haven't had this kind of software solution put in front of them before,' said Todd Farmer, CEO
of Kowabunga! Technologies, 'It allows advertisers to build tailored relationships with not just a few, but
hundreds of individually picked publishers. Rather than blurring the line between branding and direct response, multiple campaigns can co-exist - allowing advertisers to accurately monitor their effectiveness and fine-tune for maximum overall ROI.'


ENDS

For more details, please contact: Alison Clark 020 7228 9090
or 01283 828488

alison@dvisions.co.uk

Website: http://www.myap.co.uk


BACKGROUND

DVisions Ltd - http://www.dvisions.co.uk/ - is an
online marketing agency founded in 1997, specialising in providing performance-related integrated online
marketing solutions. Main activities increase qualified visitor numbers and e-commerce turnover.

For more details please see our company background at
http://www.dvisions.co.uk/press_office_2a.htm
Submitted by: Alison Clark Add your press release for free.

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