New York City-based 24/7 Media Inc. launched 24/7 Promotions, a
turnkey online direct marketing service “that generates qualified customer
leads while leveraging multiple branding opportunities.”
The ad network said 24/7 Promotions represents its initial foray into the
promotion
industry.
A service developed by 24/7 Media’s Strategic Sales Group, 24/7 Promotions
enables category-exclusive sponsors to promote their products and services to
a pre-qualified audience. 24/7 Promotions aggregates registration information
collected on The 24/7 Network from opt-in consumers. The 24/7 Promotions team
optimizes consumer response by monitoring and adjusting a variety of online
marketing tactics, such as targeting, content placement, and prize packages.
Similar to an online sweepstakes, 24/7 Promotions feature sponsor products and
services that encourage consumers to opt-in via registration and then obtain
more product or service information e-mailed directly to registered consumers.
As an example, a 24/7 promotion running in 24/7 Media’s Travel channel may
feature free first-class upgrades on a sponsoring airline and car upgrades
from a sponsoring car rental company. 24/7 Media will provide sponsors with
performance reports detailing each online marketing tactic employed in the
promotions including sponsor impressions (banners, registration page, e-mail
sponsorships), contest registrants and advertiser leads.
24/7 Media said it is working with its newly acquired subsidiary, Sift Inc.,
an e-mail-based direct marketing service provider, and The Interactive
Promotions Group of Interactive Marketing Inc.
“We developed 24/7 Promotions in response to direct marketers’ requests for
turnkey solutions that generate qualified leads and produce a quantifiable
return on investment,” said Joe Apprendi, senior vice president for strategic
sales at 24/7 Media.