“Online advertisers now want more than dancing billboards and simple animation,” said Hilmi Ozguc, vice president of Excite@Home’s Enliven Business Unit. “What they really need is intelligent advertising that customizes itself to the individual and provides valuable, real-time information. Enliven’s new capabilities move advertising beyond just grabbing attention to forming the basis for online and off-line transactions.”
Enliven 3.5 introduces the capability to create ads “on the fly” so that advertisers can deliver customized messages to specific market segments or even individuals. Pre-defined ad messages are constructed and displayed in real-time based on consumer interaction, connection speed, user environment and demographic information.
Enliven’s new real-time, two-way database capabilities let advertisers present live information from a database source to a consumer viewing the ad. In addition, consumers can update marketers’ databases with pertinent information such as membership registrations, customer service requests, and transactional data. Consumers can receive live information such as stock quotes, airline fares and news headlines, the company said, and they can check product availability before placing an order or learn about the latest rebates.
Live chat sessions with customer service representatives from within the ad also are possible.
Ads created in Enliven 3.5 result in a faster experience by incorporating sophisticated bandwidth detection, a smaller player size and more control over which parts of an ad are displayed. Enliven 3.5 includes MatchLogic’s SpeedSelect technology, which automatically measures the consumer’s connection speed when the ad is served. This allows Enliven to deliver ad content that is appropriate in its richness to the connection speed.
Also new is the ability to progressively download ad content based on consumer interaction — if no interaction occurs, then incremental downloads are skipped.
Separately, Compaq said it will launch an Enliven-based interactive online ad featuring live chat this month. The banner ads, part of Compaq’s Better Answers Campaign, encourage real-time consumer interaction within the context of the ad. Spending was not disclosed.
Created by DDB Digital, the live chat ad is designed to generate brand awareness of Compaq as a strategic computing partner for the communications industry. Utilizing the live data feed capability of Enliven, consumers viewing the Compaq ad are invited to “talk with the world” by typing into a text box and simply pushing “Send.” In real-time, they join a live chat room with other consumers viewing and interacting with the same Compaq ad.
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