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Press release

5th September, 2006

Advertising.com’s Automotive LeadBack Channel drives interest

World’s largest advertising network launches first behavioural product for the automotive industry

As of today, automotive manufacturers can more effectively target potential consumers, following the launch of a new online advertising product from Advertising.com. The Automotive LeadBack Channel anonymously tracks users who have visited specific automotive web sites and then serves them adverts when they leave these sites.  This allows advertisers to strategically place adverts in front of 'in-market' consumers.

With Automotive LeadBack, each unique website visitor is identified with a cookie, enabling Advertising.com to target them with adverts as they land on other unrelated sites in the Advertising.com network. The cookie lasts just four weeks, so advertisers are reaching potential car buyers at a critical time in the purchase cycle.

Automotive LeadBack offers multiple benefits for the automotive industry. For the first time, advertisers can communicate directly with consumers who are seriously considering the purchase of a new vehicle. The typical profile is males aged 18-35 years.

Adverts placed through Automotive LeadBack will reach up to 120,000 unique users (up to three times a day) on a range of less competitive websites, thereby increasing the chances of cutting through the noise and prompting a sale. This method of placement means car manufacturers can expect between five to ten million impressions on adverts per month.

Advertising.com is a full service digital marketing company, which boasts the largest UK advertising network, reaching 84 per cent of all users online in the UK. The inventory of sites has been performance tested over the past six years, providing advertisers with the most responsive ad network in the UK.

Global car giant Renault is the first to sign up to Automotive LeadBack, with an advertising campaign set to launch in September, booked through media agency Carat. Leanne Ng, Carat’s Account Manager for Renault, comments: “Advertising.com’s Automotive LeadBack channel is a fantastic opportunity for Renault to target in-market users in a less cluttered environment. This highly targeted channel is a great development in an increasingly competitive sector.”

Automotive LeadBack is the best way for car companies to implement targeted digital campaigns, explains Mike Peralta, UK managing director of Advertising.com: “The channel allows advertisers to scrutinise the behaviour of web users. Running a campaign through the channel guarantees companies will reach and engage with their target audience in the most effective manner.

“With last week’s news that internet retail sales are outpacing total spend in shops by 10 times, Automotive LeadBack represents a great opportunity to jump ahead of the competition.”

About Advertising.com

Advertising.com, Inc. is a leading provider of results-based interactive marketing services to advertisers and publishers. We operate a large network consisting of advertising inventory purchased from web, search engine and email publishers. Through this network, and our proprietary technologies, we help advertisers develop and execute marketing programs that generate measurable results. Advertising.com is a wholly-owned subsidiary of America Online, Inc. For more information, contact us online or call 0207 092 2000.

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