SOURCE: PointRoll

October 20, 2010 11:21 ET

PointRoll Enables Premium Rich Creative in Non-Guaranteed Online Advertising Inventory

PointRoll, DataXu, AdMeld Empower Ford and Other Brand Marketers to Scale Rich Media Campaigns Through Non-Guaranteed Display Marketplaces

NEW YORK, NY--(Marketwire - October 20, 2010) -  For the first time, brand advertisers are able to efficiently deliver expandable ad units in non-guaranteed online display inventory that is often limited to static ads. PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and the leading provider of digital marketing services and technology, has begun working with brand advertisers and their agencies to target digital audiences across the non-guaranteed display marketplace by partnering with sell-side platforms (SSP), demand-side platforms (DSP) and other real time bidding (RTB) environments to scale the success of initial beta testing. PointRoll and its partners are creating media efficiencies -- without sacrificing creativity and engagement -- to help brands make a more meaningful and measurable impression on consumers.

"Whether an impression is guaranteed or not, advertisers, premium publishers and consumers all benefit when the creative is engaging and relevant," said Jason Tafler, CEO of PointRoll. "With this initiative, we are building on our creative heritage and introducing media efficiencies that enable reach and scale. This is a huge opportunity for brand advertisers to reach untapped inventory with rich media creative."

Currently, brands are largely limited to non-expandable formats when delivering across non-guaranteed inventory due to complex technical and logistical challenges. PointRoll, as the leader in delivering digital engagement, has partnered with DataXu, a media management platform for digital advertisers, and AdMeld, a technology platform that helps premium publishers maximize their ad revenues, to eliminate many of these challenges and empower brand marketers to take advantage of extended reach, impression-level bidding and data-driven decisioning.

AdMeld optimizes non-guaranteed inventory for premium publishers and DataXu's dynamic ad decisioning technology optimizes display campaigns for brand advertisers. PointRoll works across the premium and non-guaranteed value chain, aligning with all parties to create efficiency and opportunity, delivering a high impact and compelling expandable ad experience rich with functionality such as video and personalization. Together, the companies will deliver solutions that enable the combination of more intelligent audience-based media buying with enhanced dynamic rich media ad capabilities. Publishers also benefit from this PointRoll capability by tapping into new advertisers and revenue streams at a higher CPM than is typically garnered for non-guaranteed inventory.

"When it comes to driving engagement for Ford, rich media outperforms non-rich formats across the board," said Rebecca Busch, senior vice president of Team Detroit for Ford. "When buying non-guaranteed inventory in the past, we have largely had to rely on standard banner ads, but now we can extend the reach of our more compelling expandable ad creative, increasing both engagement and ROI. PointRoll and its partners combine the best of impression-level buying with the best of creativity."

Recent data from independent research provider Compete illustrates the power of PointRoll's use of rich, expandable advertisements by showing how expandables drive key brand and response performance across major industry verticals. For example:

  • In view-through reporting or reporting on users who engaged with an ad and later visited the site, expandables outperformed non-expandables by an average of 64 percent and by as much as 108 percent.
  • With respect to driving key purchase indicators (KPIs), expandables outperformed non-expandable by an average 43 percent and by as much as 115 percent.
  • The trend was much the same with respect to driving brand search, where expandables outperformed non-expandables by an average of 39 percent and by as much as 155 percent.
  • With driving third party research site visitation, expandables outperformed non-expandables by 49 percent and by as much as 180 percent.

While the study showcased impressive results for display advertising in general, it showed conclusively that expandables are a critical component of any display advertiser's toolkit and maximizing return on investment.

With 10 years of experience working with more than half of the Fortune 500 brands, PointRoll is the end-to-end provider of creative, audience and data-driven engagement. Together with AdMeld and DataXu, it is delivering actionable, efficient and effective digital solutions to brand marketers. The company plans to sign on additional partners in the near future.

About PointRoll
PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is the leading provider of digital marketing services and technology. PointRoll enables advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile, and social campaigns. Delivering both the art and science of the digital engagement, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. Evolving beyond the banner, PointRoll allows marketers to find consumers wherever they are across any digital platform and deliver a relevant and engaging brand or direct response experience, dramatically improving ad effectiveness. Serving more than 350 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers measurable online advertising campaign results. For more information, visit

About DataXu
DataXu provides the leading real-time media management platform for digital display campaigns across online, mobile and video channels. With a transformative approach to digital advertising -- combining automated media buying, optimization and analytics -- DataXu helps brands and their agencies use dynamic ad decisioning intelligence for the highest media effectiveness, better operational efficiencies and unique consumer insights. DataXu's executive team unites leading executives in digital media with MIT technologists. DataXu is headquartered in Boston, Massachusetts, and is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxuinc.

About AdMeld
Founded in 2007, AdMeld helps the world's top publishers maximize ad revenues, and sell their inventory smarter, safer and more efficiently. The company's dynamic yield optimization technology connects with hundreds of sources of demand such as ad networks, exchanges and DSPs, and provides tools and analytics for publishers to better understand and monetize their audiences. Current AdMeld customers include, AccuWeather, Discovery Communications, FOX News, Hearst Television, IAC, New York Post and more than 300 others worldwide. The company is headquartered in New York City with offices in San Francisco, London and Toronto. Visit

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