SOURCE: eStara

August 15, 2007 09:00 ET

eStara Launches Audio Clips to Enhance Listings for Online Directory Publishers

New Solution Allows Advertisers to Embed Branded Voice Ads to Complement Local Search Ads and Directory Listings

RESTON, VA--(Marketwire - August 15, 2007) - eStara, the leading provider of proactive conversion solutions for enhancing online sales and support initiatives, today announced the general availability of eStara Audio Clips. This new offering allows directory publishers and their advertisers, as well as business Web site operators, to easily embed voice messages within any electronic medium. eStara Audio Clips is an ideal tool for enhancing online advertisements and directory listings and promoting services or offerings of local franchises.

"Internet ad models are redefining traditional media markets," said Matt Booth, Kelsey Group senior vice president and program director, Interactive Local Media. "These new audio ad products represent early steps to a much larger multi-channel ad market that will eventually include terrestrial radio, Internet radio, directory assistance, free directory assistance, podcasts and other audio-oriented media. The Kelsey Group estimates that the current North American audio ad market is north of US$27 billion, with directory products and terrestrial radio accounting for the majority of the share."

As part of eStara's Click Suite for Local Search, Audio Clips make it easy for businesses to set up and manage their custom audio messages. Businesses simply call a number and record their messages using a custom interactive voice response (IVR) system hosted by eStara. From the IVR system, they can record multiple messages and select which one they would like to make their primary message and display online. For example, a business may choose to use a generic Audio Clip on a listing, but swap it out for other audio messages during special promotions or events.

"The local landscape is becoming increasingly competitive and it is difficult to capture consumers' attention as they evaluate dozens of seemingly similar advertisements," said John Federman, CEO, eStara. "eStara Audio Clips provides a way for directory publishers and business web sites to increase browser mind share by communicating information that a brief, text-only advertisement simply can't do."

About eStara:

eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world's most recognized brands -- including Continental Airlines, DaimlerChrysler, Dell Financial Services, and -- leverage eStara's OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce website abandonment and improve customer satisfaction. eStara is a wholly owned subsidiary of ATG (Art Technology Group, Inc.) (NASDAQ: ARTG). For more information, visit

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. Further details on these risks are set forth in ATG's filings with the Securities and Exchange Commission. These filings are available free of charge on a website maintained by the SEC at Additional risk factors related to the subject matter of this press release include: the possibility that eStara's product and service deployments will not be successful, on time or significantly enhance the user's Internet experience; the need to adapt to rapid changes so products and services do not become obsolete; the possibility of errors in eStara's software products and services; the possibility that eStara's offerings will not enhance its customers' online sales or otherwise provide the expected benefits to its customers; and the possibility that eStara's product strategy may change in the future. eStara and ATG undertake no obligation to update any of the forward-looking statements after the date of this press release.

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