Orb Digital Markets Wireless Ad Tracking

Ever thought about checking the results of your online ad campaign while
you’re in a meeting or out at lunch?


ORB Direct, an interactive agency and
direct marketing company, this week began a big push to launch its new
product, ORBit Express 2000, that will allow marketers to do just that. The
software lets users look at impressions, click-throughs and transactions in
real-time on the Palm VII wireless personal digital assistant.


The idea is that marketers can use the real-time capabilities of the
Internet to find out whether ad campaigns need tweaking. Knowing that a
particular banner is getting a low click-through rate, for example, might
lead to a decision to insert new creative.


“Our whole business is about real-time, and this is just an extension of
what we already offer,” said Andrew Pakula, president of ORB.


The company’s advertising efforts include a full-page ad in the Industry Standard as well as in
ads in The New York Times and
the Wall Street Journal.


As part of the promotion, ORB is also giving away the Palm VII devices to
new clients that spend more than $1 million, and to 50 of the nation’s top
marketers in the automotive, financial services, travel and pharmaceutical
industries.


Each of the units costs around $600, and basic monthly service,
for which ORB is picking up the tab, runs around $10. But the company says
it’s a small price to pay to potentially land big clients.


Besides positioning itself as a cutting-edge company by providing basic
information wirelessly, ORB also hopes to stand out from the crowd by
capitalizing on the novelty value of the service.


“It’s a tool that no one else is offering,” says Pakula.


ORB’s clients, which are receiving the new wireless capabilities, include
Citibank, PETsMART.com, and Coty.


Besides offering creative services,
the company provides ad serving and tracking capabilities. Its competitors
include DoubleClick, AdForce, and 24/7 Media.

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