Seattle-based Straylight today announced AdActive, a software product designed to enable ad-supported Web sites to realize new revenue from their existing banner ads by providing advertisers information on end-user brand perceptions, and giving them the ability to target future messages based on individual consumer responses.
Designed to support one-to-one relationships between customers and
companies, AdActive works with a Web site’s existing ad delivery system or
network to extend the traditional banner ad.
Users are offered a number of standard options to tell advertisers what they think of the product or brand being presented without being taken away from the content they are viewing. AdActive then records the user’s response, remembering it so that it can be aggregated to provide detailed brand/product perception reports and used to more effectively target future ads.
The Response Bar, a small Java applet, allows an individual to pass along
positive or negative responses to an ad, contact an advertiser directly, or
even cancel an ad from being shown again.
Consumer responses are remembered by the AdActive system, a feature that enables advertisers to address individuals based on their specific
responses to past advertisements. Because of AdActive’s inherent ability
to record and maintain a visitor’s disposition towards particular
advertisements, Web sites are able recover opportunities that were
previously wasted showing inappropriately targeted ads, Straylight said.
AdActive gives advertisers the ability to respond to individual consumer
brand perceptions with new advertisements or refocus their efforts on
consumers who chose not to respond at all. This cycle of refining and
expanding the message, based on the previous actions of consumers, may
continue for as long as the advertiser chooses to engage the Web site’s
audience.
AdActive is designed to work with NetGravity’s industry-standard ad
delivery system, AdServer, which is available for Sun Solaris, Microsoft
Windows NT, and SGI Irix platforms.
Future versions will interoperate with other ad delivery systems and networks. The software is priced in a tiered structure based on a Web site’s traffic and computing resources.