Contact Information: Contact: Terry Frechette Lois Paul & Partners 781.782.5791 Terry_Frechette@lpp.com
Backchannelmedia Announces $9.5 Million Seed Investment Round Completion
Digital TV Company's Unique Marketing Accountability Model Now Positioned to Benefit From Its Second Round of Funding
| Source: Backchannelmedia Inc.
BOSTON, MA--(Marketwire - November 16, 2007) - Backchannelmedia Inc., a Boston-based digital
television ad serving and response capture company, today announced that it
received an investment of $3 million this quarter. This brings to close a
first round investment of nearly $10 million over the last two years.
Backchannelmedia's patent pending technologies link the TV and Internet
platforms, leveraging existing technologies already deployed in a
significant portion of American homes. The Backchannelmedia solution
employs the TV remote control which enables a consumer to opt-in and "click
through" from TV and access deeper content and advertiser information from
the consumer's favorite Internet Web sites. This convenient and intuitive
consumer touch point bridges the gap between the TV and Internet worlds
through the "tagging" or "bookmarking" of TV content. Once content is
tagged, the relevant bookmarks are forwarded to a customized consumer
portal on the Internet.
"Backchannelmedia's unique technology will shape the future of TV
advertising," said Erwin Ephron, media guru and author. "It links the TV
viewer to the Internet and will redefine how ads are exposed to the
consumer and how buying decisions are made. Backchannelmedia and the
digital transition will redefine the TV advertising platform."
Backchannelmedia's technology will integrate the direct marketing, Internet
advertising and television advertising industries into one platform. This
technology will enable precision tracking of actual responses to TV ads and
content downloads (music and video) from the consumer's remote control to
the consumer's personal Web site as opposed to sample viewership
measurement techniques used today. By enabling the tracking of actual TV
advertisement responses and TV-initiated content downloads from the
Internet, Backchannelmedia allows for a quantum jump in marketing
accountability. The technology will link sales data and responses directly
back to the TV platform.
"A consumer watching a live TV show, or a recorded show from a DVR, will be
able to click and transfer information in advertisements or content that
appeals to them directly, to their computer from today's digital television
platforms. Products can be ordered securely through existing
consumer-friendly Internet Web sites with the simple click of the TV
remote. Television advertisers are able to know who is responding to their
advertising dollars, precisely who is shopping from their Web sites based
on television exposure, and immediately improve upon campaigns, thus
linking their traditional and digital advertising budgets forever," said
Daniel Hassan, chairman and co-CEO of Backchannelmedia. "It will be a
win-win for the TV, Internet, ad agencies, advertisers, and especially
consumers."
"We will directly link content owners and advertisers to consumers with a
simple click of today's remote control. Our patent-pending technology will
change the whole paradigm of how advertising dollars are spent with real
accountability and also influence how digital media download Web sites will
be able to use the digital television platform as a vehicle to get
consumers to content where and when they want it," said Michael Kokernak,
founder and co-CEO of Backchannelmedia. "Our technology will become a
catalyst that will help define accountability as the television platform
will be free from the potential for click fraud and media outlets will have
a new revenue stream, the click through from TV to the Web."
Backchannelmedia anticipates launching a closed over-the-air trial of the
technology through a limited number of digital television stations and
content providers during the first and second quarters of 2008.
About Backchannelmedia Inc.
Boston-based Backchannelmedia Inc. was founded in 2000 with the belief that
television advertising should become accountable. According to Erwin
Ephron, the father of modern media planning, Backchannelmedia offers "an
interactive TV model that allows for better targeting and allows for
immediate feedback to a TV exposure, making TV advertising a far more
attractive selling tool." Backchannelmedia's model is backed by five
extensive patent applications, as well as several proprietary Web
applications including Backchannelmedia Research, a tool that offers media
planners the most comprehensive, free Web-based planning tool available.
Backchannelmedia is currently designing a complete "continuous loop" system
that merges direct marketing, Internet advertising, and television
advertising industries into one platform driven by automated, optimized
targeting and actual television consumer response results. The company is
privately funded and its seasoned management and advisor team includes some
of the television industry's top talent.
Backchannelmedia anticipates launching a closed over-the air-trial of the
technology through a limited number of digital television stations and
content providers during the first and second quarters of 2008.