Togglethis, a company that allows
for the e-mail delivery of animated, interactive content and advertisements
to users’ desktops, on Monday released the newest version of its technology
and said it planned to work more closely with direct e-mail marketers.
Although togglethis has been around for several years and has created
campaigns for New Line Cinema, Virgin Atlantic Airways, and AT&T, the company has never really broken
through with its technology. But now, with the growth of e-mail marketing,
and the targeting, tracking, and personalization of its new software, the
company hopes to grow its business.
“We wanted to build on the initial platform and offer more features to help
marketers take their online programs to the next level,” says Michael Gale,
chief executive officer of togglethis.
“Also, with more than half of U.S. adults using the Internet today,
consumers are more technologically sophisticated. We looked to develop a
platform that would really engage consumers on the desktop as well as offer
advertisers and entertainment companies a more complete option and viable
alternative to banner ads.”
The company’s first demonstration of its new technology is in a campaign
for BMW which introduces the car
maker’s new sports utility vehicle, the BMW X5.