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IAR Bits and Bytes

ABC taps Wink for iTV; Dynamic Logic aims for vertical clients; Fastclick adopts CUME model.

ABC Taps Wink for iTV

The Walt Disney Co.’s ABC Television Network will roll out interactive television and advertising through a new partnership with Alameda, Calif.-based Wink Communications.

Terms of the agreement were not disclosed. The deal places Wink’s technology into television shows distributed via cable or satellite. About four million consumers have Wink-compatible cable set-top boxes or satellite receivers.

Wink’s technology places a special icon in the corner of a televised program or commercial. The technology also allows a TV viewer to press a button on their remote control when they see the icon to access interactive features — such as registering to receive information by mail on an advertised product.

“ABC, with its Enhanced TV Group and other new media initiatives, has made a concerted effort to be the leader in the convergence of emerging technologies,” said Alex Wallau, president of the ABC Television Network. “Our goal is to provide highly effective, cutting-edge opportunities for advertisers as well as the best possible experience for our viewers. We feel that Wink’s enhanced broadcasting service will complement our existing business ventures and add a welcome dimension to our broadcasts.”

Dynamic Logic Aims for Verticals

New York-based independent online market researcher Dynamic Logic is aiming to capture clients from a number of vertical markets, with enhancements to its ad-effectiveness analysis service, AdIndex.

AdIndex, which uses surveys to measure ads’ branding effectiveness based on awareness, brand favorability, purchase intent, message association, and other metrics. With its Verticals Enhancements addition, the service now includes specific markets such as automotive, financial services, pharmaceutical, B2B packaged goods, and others.

Dynamic Logic president Nick Nyhan said the offering had been developed to better focus on specific issues relative to particular industries.

“Having conducted many studies in many verticals, we have developed enhanced versions of AdIndex to include specific types of questions, analytical approaches, and in some cases normative data that will help advertisers better measure their campaign effectiveness,” he said.

Fastclick Adopts CUME Model

Santa Barbara, Calif.-based ad network Fastclick said it has begun selling campaigns based on net cumulative audiences, over a four-week period.

The model, dubbed CPM-CUME, is based on traditional broadcasting’s time-based Cume model — which is based on the cumulative number of unduplicated consumers reached during a specified time period.

Fastclick — which in large part specializes in pop-under ads with a one-impression-per-day frequency cap — says it’s ideally positioned to offer the new pricing type, because it concentrates on reaching a broad mass of unduplicated consumers.

The move comes as several site publishers, such as New York Times Digital, and the Online Publishers Association industry group, are looking into new ways of selling online inventory. Earlier this year, NYTD began selling “sessions,” campaigns based on reach and frequency — similar to the way that television and radio are sold.

As a result, some industry-watchers believe adopting broadcast-like metrics are key to attracting traditional advertisers and media buyers. Indeed, Fastclick said it expects to be able to charge a premium for CPM-CUME-priced ads sold on its network.

“A significant number of advertisers want to reach unique individuals on the Internet, rather than just purchase impressions,” said Fastclick chief sales and marketing officer Jeff Hirsch. “Experienced media planners and buyers appreciate the value of a CUME purchase, while new media buyers will embrace the intrinsic value of an inherently high-reach program.”

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