MyWeather Dramatically Increases Online Advertising Value Using Accipiter's Premier Ad Management Application, AdManager
MyWeather Relies On AdManager to Serve More Than 1.8 Million Online Ads Per Day Based on Forecasted Weather Conditions and User Demographics
RALEIGH, N.C.--(BUSINESS WIRE)--July 27, 2004-- Accipiter Solutions, Inc. today announced that MyWeather, LLC, a leading supplier of private-brand weather data, services, and applications for Internet sites and other delivery networks, has upgraded to Accipiter's AdManager 7.0 online ad management application. To increase the overall value of its own and its partners' ad inventories, MyWeather serves personally relevant ads based on weather conditions and demographics. AdManager proved to be the ideal solution as its flexible development platform easily integrated with MyWeather's unique technologies.
MyWeather provides over 350 online newspaper weather pages, weather data and imagery to over 200 TV station Web sites, as well as personalized hour-by-hour local forecasts and severe weather alerts to over 1.4 million registered users. Just as MyWeather creates pinpoint weather forecasts for a user's own backyard, MyWeather desired the same level of personalization for online ads served to each online site visitor. The company looked to AdManager's extensive user registration database capabilities to manage which advertising campaign is displayed to each registered user.
AdManager allows MyWeather to run online ad campaigns based on a user's backyard forecast, whether they are a free or fee-based subscriber, and demographics such as age, gender, hobbies, and household income. For example, if a user has severe thunderstorms in their forecast, MyWeather is able to serve ads upselling its patented storm tracking technology, which MyWeather offers consumers for a small fee.
Matt Peterson, president of MyWeather, has seen a significant increase in the value of AdManager as a messaging tool. "By communicating new features and seasonal items to our subscribers through ads, we've considerably raised our online activity levels. AdManager has become a powerful tool for our direct marketing team to manage subscriber programs and initiatives."
MyWeather also relies on the creative ad optimization feature of AdManager 7.0. This feature automatically weighs campaign creatives such that higher performing creatives display more often than lesser-performing creatives. "This is just one of AdManager's optimization capabilities unique to the online ad management industry," says Jeff Wood, vice president of sales and marketing for Accipiter. "AdManager analyzes and delivers the most effective and valuable ad campaigns, resulting in increased online advertising revenues for our clients."
About MyWeather, LLC
MyWeather, LLC applies proprietary, patented technology to create innovative weather solutions for private and public businesses seeking to improve internal operations and build external content relationships. Businesses can integrate MyWeather applications into their internal web sites and systems to better protect assets, optimize use of resources and drive targeted promotional programs. Operators of business extranets and consumer web sites use MyWeather's unique information and compelling presentations to drive site traffic, registration and revenue. MyWeather solutions are all privately branded, allowing each partner to fully reinforce its own brands and maintain the value of its web sites. For more information, please visit http://www.myweather.net/.
About Accipiter
Based in Raleigh, North Carolina, Accipiter has been a pioneer and leading developer of online advertising solutions and services since 1996. With offices worldwide including the U.K., Italy, Scandinavia, and Singapore, Accipiter provides global solutions for over 300 customers in 26 countries. Accipiter executives are respected as industry thought leaders, and strive to develop industry standards through work with organizations such as the Internet Advertising Bureau and the Online Publisher's Association. Accipiter offers two ad management solutions: a site-side software solution, AdManager V7, and a hosted, outsourced solution, AdBureau. Accipiter also leads the industry with over five years of experience in implementing behavioral targeting technology. For general information, please visit www.accipiter.com.
AdManager is a registered trademark of Accipiter Solutions, Inc. All other company and product names may be trademarks or service marks of the company with which they are associated.
Contacts
SRK Communications for Accipiter
Shawn Ramsey-Kroboth, 919-359-0947
Mobile: 919-621-0737
shawn@srkcommunications.com
or
MyWeather, LLC
Juno Post, 608-441-0400
jpost@myweather.net
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