Straylight in Seattle launched AdActive, a software product that allows
existing banner ads to provide advertisers information on end-user brand
perceptions, letting marketers target future messages based on individual
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, the privately held company said.
Users are offered a number of 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 response so that it can
be aggregated to provide detailed brand/product perception reports and used
to more effectively target future ads.
“AdActive allows Web sites to realize new revenue by giving advertisers the
ability to interact directly with consumers,” said Allen Hammock, technical
director for Straylight’s AdActive Product Group. “Advertisers will also be
able to look at what people think about their brand and products while giving
Web surfers the ability to actively shape their online ad experience without
registering or giving up their online anonymity.”
AdActive features a response bar, a small footprint 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.
The app gives advertisers the ability to respond to individual consumer brand
perceptions with new advertisements or to refocus their efforts on consumers
who chose not to respond at all.
AdActive is designed to work with NetGravity’s industry-standard ad delivery
system, AdServer. The software is priced in a tiered structure based on a
site’s traffic and computing resources.
