Airline-backed travel site Orbitz Thursday tapped San Francisco-based marketing
technology company Mediaplex Inc. to use its proprietary
messaging technology to include updated, real-time, flight information
within
banner advertisements.
Orbitz will also take advantage of Mediaplex’s campaign management services,
including real-time reporting and optimization. Financial arrangements were
not disclosed for the multi-year deal.
Mediaplex says its proprietary platform “is the only technology that enables
marketers to dynamically and automatically update digital messages and
e-mails through real-time integration with enterprise, CRM, or any other
data
source. The technology allows changes in creative instantly, in real-time,
in
an automated fashion.
“Mediaplex’s unique ability to integrate real-time information into an
online
campaign made Mediaplex stand out from the competition,” said Mike Sands,
vice president of marketing for Orbitz. “Mediaplex’s targeting capabilities
coupled with their ability to integrate serving and reporting across
multiple
platforms differentiated them from the rest of the industry.”
Mediaplex serves the marketing and advertising industries with technology
solutions for media planning, campaign execution and cost management
systems.
Clients include America West Airlines, DraftWorldwide and McCann-Erickson,
eBay, macys.com, Motorola, OfficeMax.com, Publicis & Hal Riney, United
Airlines, Sony, Sprint PCS, Sun Microsystems, TBWAChiatDay and Young &
Rubicam.
The new Orbitz.com travel Web site, sponsored by a consortium of rival
airlines including American, United, Northwest, Delta and Continental, is up
in beta. It is
being sued by Dallas-based Southwest Airlines, which last
week
filed a false advertising and unfair competition lawsuit.
Separately, Mediaplex reported after the bell yesterday a pro forma
first-quarter operating loss of $3.9 million, or 11 cents a share, compared
to a loss of $3.7 million, or 12 cents a share, a year earlier. Still, the
per share loss was 2 to 3 cents better than the guidance the company offered
on April 2. Revenue for the quarter was approximately $8 million, down 51
percent from the same period a year ago.
Mediaplex is transitioning all of its full service media buying and related
servicing to Exile On Seventh LLC. About 45 jobs, or 20 percent of
Mediaplex’s workforce, directly related to the former media business, are
being eliminated. Mediaplex stock was up 5 cents to $1.13 in early trading.
Its 52-week high is $57.50.
