Advertisers, Start Your Engines with PointRoll's Automotive Performance Analysis

PointRoll benchmark study draws upon 600 industry-specific rich media campaigns to offer insight and best practices to automotive advertisers

CONSHOHOCKEN, Pa., Jan. 30 -- PointRoll, Inc., the leading developer of innovative rich media technology solutions, today announced it has released its 2007 Automotive Performance Analysis, a comprehensive report compiled from findings from over 600 rich media campaigns the company has conducted for automotive advertisers. The analysis offers best practices about the most effective features, branding and direct response campaigns, and optimum web site placements.

In a medium where measurability and results are key, rich media is the standard bearer, thanks to its robust reporting tools and capabilities. In addition to tracking users' interactions with a rich media ad, PointRoll can incorporate tracking tags into an automotive advertisers' campaign, using their own or third-party tags, to determine how many users later visit a web site and take further action. It is these powerful metrics that enable advertisers to quantify the return on their marketing efforts in ways previously unimagined.

"The automotive industry is at an exciting point in how it advertises and is just beginning to realize full potential of rich media," said Chris Saridakis, Chief Executive Officer, PointRoll. "We're excited to share the data and knowledge we've accrued over the years to inform best practices for the industry."

"The PointRoll Automotive Performance Analysis unequivocally proves the value of rich media," said Chris Grech, Account Executive, AOL Media Networks. "With PointRoll rich media, the results speak for themselves. The analysis reviews compelling functionality such as dynamic data, which allows auto advertisers to reach in-market consumers nationally and at the local level by dynamically providing dealer locations, available inventory and local financing promotions. The analysis does a great service to those advertisers who may be unaware of capabilities of rich media or to those who are just beginning to embrace interactive advertising."

PointRoll Automotive Performance Analysis: Putting Advertisers in the Driver's Seat

Since January 2004, PointRoll has created automotive campaigns that have resulted in 3.5 billion rich media impressions. Sharing its wealth of metrics and analytics, the company authored this industry benchmark study to offer agencies and advertisers a how-to guide to effectively utilize rich media to maximize campaign success.

  Key findings include:
  -- Most effective features: Instant email, interactivity and push-down
     options consistently perform above brand interaction time benchmarks.
  -- Video plus interactivity equals results: Through segmenting 'video
     only' and 'video plus interactive features' campaigns, PointRoll found
     that the 'video plus' campaigns increased interaction rate by 67
     percent and brand interaction time by 23 percent.
  -- How to meet both direct response and branding goals: Unlike traditional
     media, advertisers don't have to choose between direct response and
     branding when creating a rich media campaign.  The report includes a
     step-by-step example to show OEMs and dealers how they can create
     awareness and drive traffic to dealerships within one interactive ad
     unit.
  -- Best-performing sites to run automotive rich media campaigns: While it
     would seem automotive-specific channels are the ideal sites to run
     campaigns, learning and reference and entertainment sites have been
     shown to get the highest results in regards to interaction rate and
     time spent with brand.

To access the Driving Online Advertising: PointRoll Automotive Performance Analysis, email Becky Churilla at bchurilla@pointroll.com.

About PointRoll

PointRoll, a wholly owned subsidiary of Gannett Co., Inc. , offers a solution to the limited performance of standard banner ads - we easily and effectively bring a mini-web site to the user without requiring a click. With interactive features such as streaming video, polling, instant email, data collection and more, marketers can easily create and deliver ads that build brand and drive sales. The result: great creative controlled by the user and improved ad effectiveness, including increased branding and conversion opportunity, without the negative experience associated with intrusive technologies. Additionally, PointRoll delivers comprehensive, real- time reporting that definitively illustrates return on investment. For more information, please visit http://www.pointroll.com/.