Red Bank, NJ-based database marketer ConsumerNet signed a deal with AdTools Inc. to obtain exclusive
rights
to market and sell the latter’s IceNine e-mail marketing system to the
television and music industries.
ConsumerNet will use the IceNine application to conduct targeted direct
marketing campaigns to its proprietary database of more than two million
opt-in consumers. IceNine can be used to e-mail commercial audio spots
directly to consumers.
ConsumerNet said its clients now have the ability to identify consumers
based
on more than 50 fields of information including demographic and
self-reported
preferences. Clients can e-mail an instant-play, audio commercial spot of up
to 60 seconds, which includes built-in database functions, instant text
updates, three hyperlinks and synchronized graphics.
“The IceNine technology gives advertisers, for the first time, the ability
to
send their commercial spots directly to targeted consumers, instead of
hoping
they happen to hear the spot on the radio,” said Marcus Peterzeil, senior
vice president, sales and marketing for ConsumerNet.
“We chose ConsumerNet to represent AdTools in the release of IceNine due to
their unique ability to merge our technology with the power of their
extensive database marketing capabilities,” said Chris Heitman, marketing
director of AdTools. Financial arrangements were not disclosed. AdTools Inc.
was founded in 1997 as a joint venture between CodeHammer Online Productions
of London and Digital Marketing Concepts of Boston, MA.
ConsumerNet is utilizing the IceNine product for a variety of clients within
the cable television industry, including VH1, Showtime, A&E and music
companies Hollywood, Elektra, Motown, Epic, Island/Def Jam, Jive, Capitol
and
Columbia Records.
