IAR Bits and Bytes for Friday

Annotate Technologies Launches New Version of Browser Tool

Software developer Annotate Technologies launched the newest version of its contextual browser companion. Consumers use the free, downloadable Web browser add-on to get special offers and promotions.

For marketers, Annotate 2.0 delivers contextual advertising and marketing messages in real-time to users. And through a partnership with Inktomi, the company can serve contextually-based commerce opportunities through its service as well.

Annotate 2.0 also incorporates a new auto-classification functionality through a partnership with PurpleYogi, a creator of distributed knowledge management software — ensuring that the deals it offers are contextually relevant.

Annotate’s chief executive Brian Flynn said the new product would address Web navigation for consumers, and targeting efficacy for marketers — boosting ROI.

“Buying ads on the Web is based on past behavior or inferred demographics — as an attempt to determine future behavior,” Flynn said. “We take the inference out of it” by delivering offers to users in real-time, based on what they’re doing on the Web.

Annotate said it plans to license its product to online marketers, and Flynn hinted that deals with large ad networks might be forthcoming, though he declined to disclose any names.

Online marketers “all got away with something for a few years — and that was not really having the discipline associated with marketing,” Flynn said. “Now people are holding us to a higher standard.”

DoubleClick to Rep E-mail Lists for Paltalk.com

Paltalk.com, an online voice, video, and text communications software provider, has signed a marketing agreement with digital marketing services firm DoubleClick.

Under the terms of the agreement, DoubleClick will exclusively represent Paltalk’s opt-in email lists for advertising sales, thereby allowing DoubleClick to provide advertisers the opportunity to communicate special offers to Paltalk’s 3 million members.

Beyond Interactive Tapped for Australian Work

Digital advertising agency Beyond Interactive has been selected to provide digital marketing services for today the Australian telecommunications company Vodafone Australia.

Beyond Interactive, which is a Grey Global Group company will provide digital media planning and buying, marketing optimization and creative development for Vodafone and the account will be managed from Beyond Interactive’s Sydney office which opened late last year.

CCG’s Interactive Unit to Launch Singapore Airlines Sites

CCG.XM, an e-business service provider of the Cordiant Communications Group, has won the appointment to represent Singapore Airlines. CCG.XM will be responsible for the design, development and maintenance of Singapore Airlines’ Web sites worldwide.

Current CCG.XM clients include Compaq, Cisco Systems, Nokia, and Visa.

Freestyle Interactive Fills Media Director Post

Freestyle Interactive, a digital media, marketing, and advertising agency, has tapped Cory Treffiletti as its media director. In this new role, Treffiletti will oversee all aspects of the online media department for Freestyle Interactive, focusing on developing media strategy and plans as well as providing campaign reports and analysis.

Prior to joining Freestyle, Treffiletti led his own media strategy consultancy The Arkitektive as president and chief executive officer.

L.L. Bean Taps Engage

Online ad network Engage — which recently announced a move into digital asset management — has signed an software licensing agreement with outdoor retailer, L.L. Bean.

Under terms of the deal, L.L. Bean will use Engage’s marketing software to create a database for all digital assets associated with its print and online catalogs. In addition to containing current information, the database will include assets from previous catalogs enabling easy access and reuse of resources.

Renegade Named AOR

BabyPressConference.com, an online hospital maternity service, has chosen the Renegade Marketing Group as its agency of record. Under the agreement, Renegade will develop a branding campaign including print and online advertising as well as guerrilla marketing services to market BabyPressConference.com’s recent secured fifth round of funding. The campaign is scheduled to launch late next month.

Mars Taps Traffic Interactive for UK Work

Digital marketer Traffic Interactive announced that it has launched an M&M’s micro-site. The new site has been designed to support the UK-wide offline promotion “Who’s been seen with Green” and features an interactive competition that offers users the chance to win a holiday in Las Vegas.

Users can also win smaller prizes and the competition will run in tandem with an additional on-pack promotion to win #50,000. The advertising campaign has been handled by AMV BBDO.

Phase2Media Promotes Internally

Internet advertising sales and marketing firm Phase2Media has named Peter McCarthy director of email sales in the company’s New York office, Lisa Feld account manager of email and direct sales in the company’s Chicago office, and Raymond Howard account manager of email and direct sales in the company’s San Francisco office.

McCarthy, who joined the company from Venture Direct Worldwide, will now manage the day-to-day operations of the email team. Feld joins Phase2Media from Harte-Hanks Direct Marketing where she was the strategic partnership manager in their e-business group. Howard joins the company from DeltaClick where he was a consultant responsible for sales development.

IDC Names Agency

Bravo! Marketing, a marketing communications firm, has been selected by IDC, a technology market intelligence service, to serve as its public relations agency of record. Bravo! Marketing has already been working with IDC on communications planning and advertising campaigns to increase IDC’s brand visibility.

Under the new agreement, Bravo! will provide IDC with a corporate public relations program to broaden IDC’s exposure among the e-business market segment.

Memetic Systems Promotes

E-mail and viral marketing firm Memetic Systems has selected Fiona Gandt as its new director of client services. Gandt previously served as a senior account manager managing communication campaigns for J. Walter Thompson Digital.

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