NetGravity said that auction site ONSALE signed up for the management of its Internet advertising and direct marketing.
ONSALE said it will use NetGravity’s dynamic targeting capabilities to market
a variety of products and services including computer and home office
equipment, sports and fitness products and services, and gourmet foods and
travel packages.
“ONSALE is an excellent model of business on the Internet making customer
service and customization a top priority,” said Rick Jackson, vice president
of marketing for NetGravity. “Online auctioning is a unique new market with
great potential; its customer base is already Internet and e-commerce-savvy
and the market attracts a wide variety of consumers and advertisers due to the
diversity of products and services offered.”
NetGravity said its targeting capabilities will be used to leverage ONSALE
customer interests, purchase records and membership profiles to provide
consumers with a personalized online shopping experience. Financial
arrangements were not disclosed.
“NetGravity AdServer enables ONSALE’s advertisers to optimize their marketing
campaigns by utilizing the software’s highly effective targeting and ad
performance measurement capabilities,” said Ken Miller, AdMaster for ONSALE.
“AdServer’s dynamic targeting also adds value to our customer’s online
experience by enabling them to comparison shop between ONSALE’s products and
services being auctioned and an advertiser’s similar retail offers running on
the same page.”
One advertiser, Comparenet, a leading interactive buyer’s guide, is using NetGravity’s dynamic targeting capabilities to enable ONSALE’s customers to compare prices and availability of products before bidding on similar products and services being auctioned on the ONSALE Web site.
“Previously, ONSALE was using an ad-serving bureau to manage its advertising
inventory and our sales and advertising force did not have the control and
creative freedom they wanted,” said Debbie Pinkston, vice president of advertising sales for ONSALE. “NetGravity puts our people back in control by
providing us with the tools necessary to manage, customize and scale our own
ad-serving model the way we want it.”
