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Dramatic Increase in Returns Prompts Channel Intelligence Clients to Pour More Dollars Into Ad Budgets

CI's Display Advertising Solution Ensures Highly Effective Targeting With a Complete, Integrated Platform

ORLANDO, Fla. — (Aug. 27, 2010) – While many retailers give lukewarm reviews to the service providers managing their targeted advertising campaigns, Channel Intelligence (CI) clients say the company is breaking boundaries with its Display Advertising Solution. The high returns on campaigns managed by CI are prompting many of the company's clients to reallocate marketing dollars. Those changes have been significant, averaging fourfold display ad spending increases as the clients ramp up for the fourth quarter.

Rock Bottom Golf was looking for a way to rise above the fray in their highly competitive space while still maintaining a tight rein on expenses. Brian Schwank, director of marketing for the discount online retailer, was cautious about launching a display-ad campaign because the industry-standard returns didn't meet his established threshold for success. But after learning about CI's TrueTag technology and profiling engine, Schwank implemented a campaign in May of this year to see exactly how effective targeted advertising could be. It didn't take long for him to realize the value.

"The results we achieved with CI's Display Advertising Solution far exceeded our initial expectations. It has become a vital, ongoing part of our advertising mix," said Schwank. "The most important thing for us is that we've been able to keep our brand in front of both regular customers and potential customers as they surf around the Web. Our brand is everything to us, and the creative from Channel Intelligence has been incredibly effective at conveying our message and reinforcing the brand."

Jeff Allums, director of performance advertising for Channel Intelligence, says the primary driver of this above-average display success is CI's unique ability to personalize ad messages by segmenting users.

"Our complete display platform includes a profiling engine and dynamic ad serving technology, making it possible for advertisers to connect with users on a more personal basis," said Allums. "Someone who put an item in the cart and then left the site could be served an ad for 20 percent off their total purchase. While another user who browsed the site but never carted an item might see an ad for free shipping on orders more than $75."

Allums says CI's Display Advertising platform includes:

  • User tracking and profiling
  • Audience segmentation and targeting
  • Dynamic ad serving to personalize the ad to user or audience segment
  • Innovative analytics to measure ad effectiveness
  • In-house marketing consultants to manage and to optimize campaigns
  • To learn more about CI's Display Advertising Solution, you can send an e-mail to: performancemarketing@channelintelligence.com or call (321) 939-5129.

    About Channel Intelligence (CI)
    CI helps retailers, manufacturers and other advertisers make their products and services easier for consumers to find and buy online and in local retail stores. CI offers the most complete set of performance-based commerce services in the industry. It integrates a powerful product database with online marketing services such as display advertising, manufacturer based where-to-buy, paid search, shopping engines, social networking, storefront, order management and robust performance analytics. The company, through its proprietary Ad Network, also drives $2B annually in referred sales from leading manufacturers to retailers in Computing, Home Improvement, Appliances, Consumer Electronics, Toys and a variety of other consumer packed goods. Clients include Best Buy, HP Home and Home Office, Kimberly-Clark, Neiman Marcus, Philips, Target, Garmin, OfficeMax, Samsung, Charming Shoppes, Black & Decker and hundreds more. CI is a partner company of Internet Capital Group (Nasdaq: ICGE) and Aweida Capital Management. Learn more at http://www.channelintelligence.com.