Interactive Capabilities Add New Levels of Flexibility and Accountability to Admira Ad Placements

Interactive Capabilities Add New Levels of Flexibility and Accountability to Admira Ad Placements

Interactivity coupled with reach and frequency metrics give advertisers new ways to qualify the success of their TV advertising campaigns

WALTHAM, Mass., April 7, 2008 /PRNewswire/ -- Navic Networks today announced its Admira(TM) media placement system is now compatible with the interactive capabilities that allow advertisers to more accurately tailor their messages to specific audiences, generate highly qualified customer leads, and collect usage data to measure a campaign's effectiveness.

Advertisers can now layer interactive features such as requests for information (RFIs), SMS and telescoping onto ads placed using the Admira system. Admira is an ad network for campaign management, media optimization and automated media buying that gives advertisers the tools they need for executing highly successful, accountable campaigns in today's increasingly fragmented television market. Admira reduces execution complexity and cost of buying, allowing advertisers to focus on defining target characteristics to effectively reach their audience.

Interactive features are increasingly popular with advertisers. They provide additional metrics that reveal how effectively campaigns are reaching their target audiences based on consumers' interactions with the advertisement. The Seven-Eleven Hawaii, Inc. convenience store chain, for example, offers SMS coupons with some of its advertising to confirm through viewer interactions and redemptions that ads are reaching their intended audiences. It also found that interactive SMS coupons resonate well with its target audience, supporting the perception that 7-Eleven as a brand is cool and doing new things.

Admira explained

Admira accounts for the constantly changing habits of TV viewers through its continued ability to target ads even as program viewership varies from day-to-day and week-to-week. Looking at all available inventory, Admira matches the best ad to play with the best opportunity to play it - taking into consideration target, program and budget constraints. Since targets may be defined by behavior, Admira is able to find opportunities to insert advertisements on many more networks and programs than would normally be included in a media buy which also helps to achieve a higher frequency of views early in a campaign.

"As we explore cutting-edge opportunities in the television industry, we see improved audience targeting as an important development. By aggregating a single point of entry for managing campaigns across markets, platforms and programs, Admira does the heavy lifting to make this targeting possible," according to Brian Wieser, director of industry analysis at Interpublic's MAGNA Global.

Admira tracks the reach and frequency so that advertisers can watch the success of their campaigns and make real-time modifications to their ad placement criteria as necessary. Advertisers know how many individual set-tops have shown an ad and how frequently the ad has been viewed. Not only does census-level set-top box measurement data enable Admira's unique targeting capabilities, it also provides an unparalleled level of measurement and accountability -- advertisers truly know where their ad dollars are going.

"Admira is not about faith in advertising," said John Hoctor, vice president business development and marketing, Navic Networks. "Admira is about being able to precisely target your audience -- where and when they may be watching -- and about real-time metrics so you always know where your advertising dollars are going and can make real-time adjustments to your campaigns if you are not meeting your desired goals. It comes down to enabling successful marketing."

About Navic Networks

Navic Networks is the leading addressable advertising and interactive television technology provider to the cable and direct broadcast satellite television industry. Navic provides sophisticated tools that use real-time audience measurement data to optimize the delivery and placement of targeted interactive media. Navic's patented technology powers addressable advertising and interactive television applications on over 35 million digital set-top boxes in North America. Navic Networks is a privately held corporation headquartered in Waltham, Mass. For more information, visit http://www.navic.tv/ .

Contact:
Heidi Patel Karen Pantinas
Navic Networks Beaupre & Co. Public Relations
781.398.4643 603.559.5836
hpatel@navic.tvkpantinas@beaupre.com

First Call Analyst:
FCMN Contact:

Source: Navic Networks

CONTACT: Heidi Patel of Navic Networks, +1-781-398-4643,
hpatel@navic.tv; or Karen Pantinas of Beaupre & Co. Public Relations,
+1-603-559-5836, kpantinas@beaupre.com, for Navic Networks

Web site:

http://www.navic.tv/

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