ATLANTA and NEW YORK--(BUSINESS WIRE)--Oct. 5, 1998--
IntelliQuest's Data Foundation for
24/7 Media's Demographic Targeting Service
The Marketing Information Solutions division of IntelliQuest Information Group, Inc. (NASDAQ: IQST), a leading provider of data for interactive marketing, and 24/7 Media, Inc. (NASDAQ: TFSM), one of the largest Internet media companies, today announced an exclusive agreement to bring database marketing to the Web.
Under the terms of the agreement, IntelliQuest will license its High-tech Household file to 24/7 Media for a period of two years to build the foundation of 24/7 Profilz, the first online co-op database. 24/7 Profilz will leverage IntelliQuest's rich national database of High-tech Households, 24/7's Adfinity(TM) ad serving system and 24/7's three networks of Web sites that collectively reach more than one-third of Internet users. 24/7 Profilz will provide online advertisers the ability to execute highly targeted, database marketing campaigns based on consumers' lifestyles and interests, and track the effectiveness of the campaigns. Likewise, IntelliQuest's clients now have the ability to deliver personalized, one-to-one marketing messages to their customers via the Web.
The two companies are uniquely positioned to deliver the benefits of targeted database marketing to online advertisers.
IntelliQuest is the premier provider of information and marketing services for companies targeting households of known technology purchasers. The Company is the only data provider marrying technology-related product purchase and usage history of specific households with comprehensive demographic and lifestyle information. The IntelliQuest databases house more than 200 demographic and lifestyle variables on over 100 million U.S. households.
24/7 Media provides Internet advertising solutions for advertisers and Web publishers. To deliver the Profilz service, 24/7 Media also announced the formation of the 24/7 Data Group, to be led by vice president, Michael Rowsom and based in the Company's New York headquarters.
Profilz Overview
24/7 Data Group will build the first online co-op database of Web user profiles from several sources. The 24/7 Profilz database will be employed with 24/7's Adfinity adserving system, the only adserving solution designed to deliver ads based on demographic profiles. IntelliQuest provides the means to profile Web user registration data. As Web sites within 24/7's three networks join the co-op database, their registration data will be matched against IntelliQuest's High-tech Household file in order to create a full demographic profile on each user. Since advertisers simply want to reach consumers who fit their demographically-profiled target markets, once a profile is captured, individual information is no longer used. Participating Web sites will be required to post and adhere to privacy statements that comply with the strict guidelines advocated by the Direct Marketing Association.
An Example of Advertiser and Consumer Benefits
A single man, aged 25 with an income of more than $75,000, and a married man, aged 45 with an income of $120,000 and two children, both visit the front page of the same news Web site at the same time. Based on their demographic profiles, both men anticipate buying a new car in the next six months. The single man is served an ad for a new, two-seater sports car while the married man, who is looking at the same Web page, sees an ad for a mini-van. Each man sees the ad that fits his demographic profile and needs. Had both men recently purchased a car, they would see ads for a product or service other than cars. In this way, demographic targeting makes advertising more effective and efficient for advertisers while providing consumers with advertising that meets their interests and needs.
"Our agreement with 24/7 ushers in a whole new era of Internet advertising. With this partnership, the Web's promise of truly accountable, database marketing becomes a reality - to the benefit of both advertisers and consumers," said Dr. Charles Stryker, president of the Marketing Information Solutions division of IntelliQuest. "We are the only database marketing company focused exclusively on high technology, and this unique focus gives our partners an edge in marketing smarter, especially in new media. This is the future of online marketing. It provides our clients with the unprecedented ability to execute customized marketing programs for specific customers over the Web."
"24/7 is committed to fulfilling the promise of Internet database marketing, and our agreement with IntelliQuest is an important milestone in that effort," said David J. Moore, CEO for 24/7 Media. "Together, we have established a powerful partnership that puts us both in an ideal position to serve the growing needs of advertisers and publishers."
IntelliQuest will work with 24/7 Media to design, develop and populate the Profilz database before scheduling an initial pilot program to test the system early next year. Once the pilot program is completed, 24/7 will make demographically targeted campaigns available to all advertisers. Advertisers interested in participating in the pilot program should send email to pilot@247media.com prior to December 1, 1998.
About IntelliQuest
As a division of IntelliQuest Information Group, Inc., IntelliQuest Marketing Information Solutions provides effective marketing information solutions to the global technology market. IQ MKIS is focusing its efforts on delivering "best-of-breed" products and services aimed at the marketing information needs of high technology, telecommunications, utility and cable companies. The division offers a unique combination of complete, accurate data, world-class analytical research and best practice expertise in database marketing. The division provides the fuel to drive a true one-to-one marketing engine on the Internet as well as in traditional media. IQ MKIS provides products and services that support the complete marketing process - from customer identification through data enhancement, analysis and segmentation, and marketing program development. IQ MKIS helps technology marketers maximize the overall effectiveness of their customer identification, acquisition, retention, cross-sell and up-sell activities to create a closed-loop marketing solution. IntelliQuest MKIS is headquartered at 380 Interstate North Parkway, Suite 310, Atlanta, GA 30339. Telephone: (770) 612-8008 Fax: (770) 612-9008; Internet: http://www.intelliquest.com.
IntelliQuest Information Group, Inc. (NASDAQ: IQST). Headquartered in Austin, Texas with offices in Atlanta, Silicon Valley, New York and London, England, IntelliQuest provides information-based marketing services to the technology industry. IntelliQuest uses its proprietary databases and software to help technology companies track product performance and customer satisfaction, measure advertising effectiveness, assess brand strength and competitive position, determine price sensitivity and evaluate new products, markets or other business opportunities. Zona Research, a wholly owned subsidiary of IntelliQuest, provides qualitative and quantitative information and advice to the Internet and online services industries. IntelliQuest has over 400 employees worldwide. Internet: http://www.intelliquest.com.
About 24/7 Media, Inc.
Reaching more than one out of three online users, 24/7 Media, Inc. provides Internet advertising and online direct marketing solutions for advertisers and Web publishers. The Company operates The 24/7 Network of more than 85 high-profile Web sites, the CLIQNOW! networks comprising more than 75 medium to large Web sites anchored by flagship sites, and ContentZone, a network of over 2,000 small to medium sites. In addition, 24/7 Media develops its networks' underlying ad serving technology, Adfinity(TM). Based in New York, 24/7 Media, Inc. is a publicly traded company (NASDAQ: TFSM) with offices in Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, Seattle, and Virginia. For more information about 24/7 Media, please visit its main Web site at http://www.247media.com. CLIQNOW! sales information may be found at http://www.cliqnow.com.
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