IQ News: ConsumerNet Markets E-Mail Advertisements

ConsumerNet, an online database management and direct marketing firm, this week begins offering its clients an upgraded version of IceIX (“Ice-Nine”), a proprietary technology the company licenses from Boston-based AdTools which allows marketers to e-mail an instant-play, audio-enhanced advertisement of up to 60 seconds, and also includes built-in database functions, text updates, hyperlinks and graphics.
The “commercial” resembles a Web page and can be built with images from a client’s magazine or newspaper campaigns, and audio lifted from a client’s radio spot. “We’re taking existing creative and giving it another life,” said Marcus Peterzeil, senior vice president, sales and marketing for Red Bank, N.J.-based ConsumerNet.
IceIX’s new features include “Update Now,” which lets consumers save an e-mail and then click on an icon-like a perpetual link-to update information; and “Send a Friend,” a forwarding feature built into the form that asks those who receive it whether they want to receive future updates.
Of the 5 million online registrants ConsumerNet boasts, each IceIX mailing targets, on average, about 50,000 users. “The numbers will get bigger when we get more information back,” said Peterzeil. He added that IceIX will eventually offer video.
ConsumerNet, which was founded in 1991 as Music Marketing Network, has offered the older version of IceIX to clients in the television and music industries since March. They include VH1, Showtime, A&E, Elektra, Motown, Epic, Island/Def Jam, Jive, Capitol and Columbia Records. ƒ