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NEW
YORK (January 7, 2002) - As the industry begins to rise from
this
past year's economic slowdown, 2002 will find
advertisers approaching
business differently. Ad dollars
will be lower and media buys will need to
be more effective
and more cost efficient. With the first licensing
agreement
of its kind between cable interconnects, the New York
Interconnect and Adlink have announced that Adlink's
innovative audience
segmentation products, Adtag and
Adcopy, will be available to advertisers
in the New York
DMA.This year, advertisers will be able to reach precise
consumer clusters within geographic subsections of the nation's two
largest
television markets.
The agreement between the two cable
interconnects is likely to have a
major impact on the way
advertising agencies buy media and is a
critical
differentiator from broadcast advertising
solutions, which are unable to
provide this kind of market
segmentation and targeting capability. In addition,
the
extension of these products in new cable markets will make it easier
for
advertisers to achieve greater scalability and
increased return on their media
investments.
"Adcopy has
enhanced our television advertising over the last four
years
in the Los Angeles market," says Dennis Donlin,
President of GM PlanWorks,
an independent company managing
the media planning for General Motors.
"Adcopy allows GM to
support multiple vehicles simultaneously,
providing
extended continuity and increased frequency for
each brand. We are
encouraged to have this
option available in the New York market."
"The ability to break down the market
geographically and address relevant
messages to specific
audiences, with only one buy, is an extraordinary
benefit
to advertisers," said Eglon Simons, the New York Interconnect's
Senior Vice President and General Manager. "We think these
products
are remarkable and will be extremely effective for
our automotive and fast
food clients, as well as any
advertisers with multiple dealers or products
to offer.
Moreover, broadcast cannot offer anything close to this type
of
targeting, which for advertisers looking to maximize the
return on their
investment makes this an absolute must."
Adlink
developed Adtag(tm) and Adcopy(tm) in 1995 for the Los
Angeles
market. Adtag(tm) allows advertisers to run the
same commercial throughout
a television market while
customizing it by displaying a different dealer,
franchise
or retail tag for different locations. Adcopy(tm) enables
advertisers
to run different commercials simultaneously in
specified subsections of the
market. For example, an area
made up predominately of young professionals
will see an ad
for a luxury sedan while an area made up of medium sized families
will see an ad for a minivan.
"What better way to start off a New Year
than the opportunity to have
Adtag(tm) and Adcopy in the
New York DMA as well as Los Angeles?"
According to Adlink
Executive Vice President and General Manager, Hank
Oster.
"Our licensing agreement with the New York
Interconnect will hopefully create
momentum for more
advertisers to take advantage of these products in the
#1
and #2 markets.
About
Adlink
Adlink,
one of Los Angeles' Top 100 fastest-growing private
companies
three years in a
row, makes buying spot TV in LA a simple one-stop,
one-shop process through the power of Targeted TV(tm).
Advertisers
are able to target and reach nearly 3.5
million households on 44 cable
networks, with one tape and
one buy. More than 400 top national and regional
advertisers including General Motors/Chevrolet,
McDonald's, Coors Brewing
Company and The Walt Disney Co.
use Adlink to reach current and prospective
customers.
Adlink's equity
partners include some of the nation's leading cable
and
telecommunications companies: Adelphia Media Services,
AOL Time Warner,
AT&T Media Services, Charter Communications,
and Cox Cable Communications.
About New York
Interconnect
The New York Interconnect provides
advertisers in the New York DMA with the
ability to buy
spot TV across 31 of the most popular cable networks.
Advertisers can target any demographic or geographic
segment of the more
than 3.6 million households that are
reached via the New York Interconnect's
state-of-the-art fiber
optic delivery system. Established in 1993, the New
York
Interconnect today is the largest interconnect in the country, and
represents a partnership between Cablevision and Comcast. The
New York
Interconnect is managed by Rainbow Advertising
Sales Corporation (RASCO).
RASCO is the advertising
division of Rainbow Media Holdings, Inc. and is the
cable industry's largest and most diverse
advertising representation firm.
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