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
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.