NEWS: O&M links up with software group for Internet test of ads

A new method of targeting individual consumers with personalised advertising messages launches next Monday on the Internet.

A new method of targeting individual consumers with personalised

advertising messages launches next Monday on the Internet.



The system, which uses a piece of software to determine the likes and

dislikes of each user, has been developed by Agents Inc, the US-based

software company that Saul Klein, Ogilvy and Mather’s former digital

communications manager, joined recently.



Agents Inc has now linked up with O&M to issue a challenge to

advertising agencies in the UK and the US to come up with ads for the

service.



Commercials that are ready by the 12 March launch date of the Firefly

2.0 system will receive a special discount, with later arrivals

receiving gradually less generous offers. Users will vote on the merit

of the ads, and the best-received work will be presented with a new

AdFly Award, which will be sponsored by Campaign.



Firefly 2.0, which will be situated on the Firefly World Wide Web site,

will allow advertisers to target consumers based not only on criteria

such as age, gender and domain, but also according to their tastes, such

as what films and music they like.



Klein, who is vice-president of marketing at Agents Inc, said: ‘We

enable anyone with a desire to communicate to do so - to the right

people and at the right time.’



Mandy Pooler, the managing director of O&M’s media dependant in the UK,

the Network, said: ‘Individuals will be able to see appropriate creative

work aimed at them. This is a great opportunity to discover how the

Internet can realise its true potential in advertising.’



Further information about the advertising offer can be found on the

Internet at http://media.ffly.com/agents/communicate.html.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).