InvestorsDecember 20, 2005
Navic Networks Announces Deployment of Addressable Advertising Service by Charter Communications in Riverside, CA
-MSO Uses Service for Advertising and Marketing Purposes-
BOSTON, Mass., - Tuesday, December 20, 2005 - Navic Networks, the leading interactive television technology and service provider to the cable industry, announces the deployment of its Addressable Advertising service with Charter Communications, Inc. (Nasdaq: CHTR) in Riverside, California.
"Navic's Addressable Advertising provides our advertising sales staff with a unique value proposition when facing their key accounts," said Todd Stewart, Corporate Vice President, National Advertising Sales and Development of Charter Media®, the advertising sales division of Charter Communications, Inc. "Not only can we talk about the power of cable to reach specific groups of viewers, we can now discuss the capability to further segment those groups and target them with interactive messages."
Addressable Advertising provides targeted reach and measurable results that have attracted dozens of advertisers for Charter in Los Angeles, including, automobile dealers, furniture retailers, and financial institutions.
Charter is working with more sophisticated advertisers to use Addressable Advertising to link or "telescope" customers from a commercial to long-form, video-on-demand content. Telescoping can be used by advertisers with compelling promotional or instructional videos. For example, an automobile dealer could use this functionality to show a virtual test drive video of their latest models.
Charter's marketing team has also utilized Addressable Advertising for its own marketing purposes, including a campaign targeted to non-high-speed internet customers that used a poll to segment those that currently use DSL, dial-up, or do not have Internet access in distinct groups. A follow-on campaign then targeted to the different groups of respondents with specific offers.
"Charter has provided us with great exposure to a major national market where we've once again proven that there is an extremely viable business model for interactivity," said Chet Kanojia, Chief Technical Officer of Navic Networks. "Once advertisers experience what Addressable Advertising can deliver, they'll understand the importance of Charter's investment in this cutting-edge advertising technology."
Navic's Addressable Advertising service powers the next level of advertising sophistication by allowing operators and their advertisers to target groups of customers using interactive enhancements on 30-second, 60-second, and long-form advertising. Various types of enhancements include:
- Polling - prompt customers to respond to questions or opinion polls that appear with commercials or during special shows, such as, news or political programming
- Impressions - display tailored promotions and "call-to-action" prompts
- Request for Information - enable customers to accept advertised offers
- Linking or Telescoping - provide customers with direct links or "telescoping" to analog and digital channels, long-form content, and interactive applications
The Addressable Advertising service is powered by HyperGate®, an efficient data transport technology used to support Navic's suite of interactive applications, as well as, approved third party applications. HyperGate is the core technology behind Navic's data delivery, messaging, data on demand, non-linear navigation, research support, real-time diagnostics, and transaction processing.
About Navic Networks
Navic Networks is the leading interactive television technology and service provider to the cable and direct broadcast satellite television industry. Navic's technology powers interactive applications on nearly 27 million digital settop boxes in North America. Navic Networks is a privately held corporation headquartered in Needham, Mass. For more information, please visit www.navic.tv.
HyperGate is a registered trademark of Navic Systems, Inc. (d.b.a. Navic Networks).