Aussie online ad personaliser targets US market

Stuart Corner
Wednesday, 01 August 2007 14:42

Your IT - Home IT

Australian pioneer of personalised online advertising, Qmecom, has launched its personalised video advertising platform in the US, after opening an office there in March.

Qmecom, which counts Telstra and Sensis among its Australian clients, claims that its technology "enables advertisers to customise each and every online multimedia advertisement to fit the profile and preferences of individuals, helping agencies and Web publishers maximise the relevance of ads to consumers and boost response rates...seamlessly creat[ing] personalised versions of video and rich media ads, solving the key industry challenge of how to create the enormous volume of advertisements required for a specialised campaign, without compromising the creative idea central to the communication, quickly and cost-effectively."

The company claims that its patent-protected platform is superior to competitive solutions because there are no limitations to how an ad can be personalised to fit profile and preference parameters of individual customers. "If the data profiles can be optimised, Qmecom can customise any creative element, rendering millions of unique versions of a single ad on the fly based on the data profiles." The application, Qmecom claims, can personalise images, video, text, music, voice, animation and graphics matched to a targeted consumer or consumer group based on their preferences and needs. A white paper on its website provides more details of its approach.

The company is targeting online publishers and ad media networks seeking to monetise site traffic; ad-serving companies who want to generate premium advertising revenue; marketing service providers, such as digital direct marketing, interactive, creative and media agencies looking to improve consumer engagement and
response rates from on-line campaigns; and corporate marketers wanting to build more loyal and profitable relationships with their customers and prospects.

Qmecom was founded in 2003 as QDC Technologies by Ian Herdman and Danny Gruber. It opened its US office in San Francisco in March, headed by David Cannington as vice president business development, describing him as "one of the best networked Australians in Silicon Valley."