24/7 Real Media Unveils Decide DNA(TM) 6: Advancing the Industry's Premier Search Engine Marketing Platform
2006年7月18日 - 8:00PM
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Flexible Technology Supports the Most Complex and Comprehensive
Campaigns, and Quickly Adapts to Changing Features and Requirements
of Major Search, Content and Shopping Engines Worldwide As the
volume and complexity of search engine marketing (SEM) continues to
increase, 24/7 Real Media, Inc. (Nasdaq: TFSM), a leading global
digital marketing company, today announced a new version of its
award-winning SEM platform, Decide DNA(TM) 6, to help search
marketers more efficiently automate, streamline and manage the
entire campaign management process. The highly flexible and
scalable platform also ensures greater continuity and revenue
generating potential of SEM campaigns by quickly adapting to the
constant flow of new features and technology requirements
introduced by the big three US search engines and major search,
content and shopping engines worldwide. Despite its complexity,
sophisticated marketers are increasingly turning to search
marketing, creating a strong demand for more robust SEM tools and
flexible managed services. According to JupiterResearch's 2006 US
SEM Executive Survey, the share of search marketers with annual
revenues of $15 million or more has risen by almost 12 percent
since 2005. The survey also concludes that the share of
sophisticated marketers using bid management and Web analytic tools
has increased to 26 percent in 2006, from 19 percent in 2005. As
equally important as the need for more sophisticated tools is the
ability for search engine marketers to adapt to the ever-changing
features and application interfaces put forth by major search
engines. These frequent and typically unannounced updates can cause
serious disruptions to a marketer's SEM campaigns - and hence their
revenue generating ability - until the marketer upgrades its SEM
platform to conform to the new features. "The flexibility we built
into the new Decide DNA 6 platform allows us to anticipate and
quickly respond to the constantly shifting feature sets of major
search, content and shopping engines around the world so that our
customers experience fewer disruptions to their SEM campaigns,"
said David Adel, product manager, advertiser solutions for 24/7
Real Media. "In addition to this sophistication and responsiveness,
Decide DNA 6 delivers the largest global reach of any SEM
platform." The next-generation Decide DNA 6 technology incorporates
proprietary processes and methodologies for managing complex and
comprehensive search marketing campaigns, including search engine
optimization, bid management, paid placement and paid inclusion,
all in a single platform. As with previous versions, Decide DNA 6
can seamlessly scale to support several millions of keywords
deployed across multiple search engines, and in multiple countries,
currencies and languages, including the double-byte Asian character
set. Complementing the technology are a full suite of SEM support
services and tools such as campaign analysis, creative development,
landing page optimization and other offerings that make 24/7 Real
Media a true, end-to-end SEM provider. To improve advertiser ROI,
Decide DNA 6 continuously analyzes the SEM campaign to determine
the most profitable creative units, keywords, landing pages and
other elements, and automatically adjusts its keyword bids based on
parameters defined by the advertiser. By separating the keywords
from the creative, campaign managers can evaluate the performance
of each individual creative based on profitability metrics instead
of simple impression and click-through data. Decide DNA 6 also lays
the foundation for end-to-end purchase funnel analysis. Search
engine marketers will have the ability to diagnose abandonment in
the purchase funnel - from keywords, to impressions of each
creative unit, to clicks to the landing page, to an acquisition
event - and optimize the campaign in real time according to client
objectives. Campaigns may be optimized based on a variety of
metrics including branding, number of clicks, cost per acquisition,
and return on investment. "As search becomes an increasingly
important element in the marketing mix, advertisers are asking for
much more from their search marketing solution, particularly their
campaign management technology," said Jim Callahan, director of
advertiser solutions for 24/7 Real Media. "The award-winning Decide
DNA 6 platform offers best-in-class features and a flexible
architecture that keeps pace with the latest advances in search
engine features and technologies. Furthermore, this platform moves
us one step closer to realizing our vision of a fully integrated,
single-cookie solution for advertisers that leverages behavioral
targeting and analytics to deliver relevant messaging across
display advertising, search and other emerging platforms." About
24/7 Real Media, Inc. 24/7 Real Media, Inc. is a leading global
digital marketing company, empowering advertisers and publishers to
engage their target audiences with greater precision, and to
achieve transparency and greater ROI. Using its award winning ad
serving, targeting, tracking, and analytics platform, powerful
search marketing capabilities and global network of specialized Web
sites, the company has turned the art of reaching audiences across
virtually any digital medium into a measurable science. The company
is headquartered in New York, with 20 offices in 12 countries
throughout North America, Europe and Asia Pacific. 24/7 Real Media:
The Science of Digital Marketing. 24/7 Real Media is a member of
the NAI and adheres to the NAI privacy principles that have been
applauded by the FTC. These principles are designed to help ensure
Internet user privacy. For more information about online data
collection associated with ad serving, including online preference
marketing and an opportunity to opt-out of 24/7 Real Media cookies,
go to: www.networkadvertising.org. Caution concerning
forward-looking statements: This news release includes certain
"forward-looking statements" within the meaning of the Private
Securities Litigation Reform Act of 1995. These statements are
based on management's current expectations and are naturally
subject to uncertainty and changes in circumstances. Actual results
may vary materially from the expectations contained herein due to
changes in economic, business, competitive and/or regulatory
factors. More detailed information about those factors is set forth
in our filings with the Securities and Exchange Commission. In
addition, the following factors, among others, could cause actual
results to differ materially from those described herein: the
potential for impairment of relationships with employees or major
customers, loss of faith in Internet advertising, international
risks, regulatory risks, and other economic, business, competitive
and/or regulatory factors affecting the businesses of 24/7 Real
Media. All information in this release is as of July 18, 2006. The
Company is not under any obligation to (and expressly disclaims any
such obligation to) update or alter its forward-looking statements
whether as a result of new information, future events or otherwise.
24/7 Real Media (NASDAQ:TFSM)
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