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Tribune Interactive Brings Targeted
Advertising Capabilities to Local and National Brands
Chicagotribune.com
delivers geo-targeted and behavioral campaign for Chicago
homebuilder Town & Country Homes
Latimes.com delivers
geo-targeted campaign for Macy’s
CHICAGO, April 9, 2003 --
Tribune Interactive, Inc., a leader in interactive news and
information Web sites and a subsidiary of Tribune Company
(NYSE:TRB), today announced that it launched a geo-targeted
and behavioral advertising campaign on chicagotribune.com
for Lombard Ill. based Town & Country Homes, one of the
nation’s largest homebuilders with operations in Chicago,
Minneapolis and Southeast Florida. The campaign, "Homes
Filled with Wonder," ran in two phases from Feb. 14-28
and March 15-31.
Chicagotribune.com delivered Town & Country
Homes banner and tile ads to online users interested in real
estate news and information in the Chicago metropolitan area.
The site served banner and tile ads to chicagotribune.com
users that had visited its Real Estate section within the
past 45 days -- regardless of the users’ point of entry
into chicagotribune.com. The online campaign also complemented
Town & Country Homes print advertisements that ran in
the Chicago Tribune’s annual "Spring Festival of
Homes" special section in March.
"The advantage of behavioral advertising
is that we were able to track which users went to chicagotribune.com’s
real estate section in January and February," said Sharon
Knitter, Tribune Interactive director/business development.
"When the same users returned to news, sports, entertainment
or any section of chicagotribune.com our tracking system recognized
them and served the Town & Country Homes ads."
Tribune Interactive has the ability to analyze
online audience demographic and geographic information, behavioral
patterns and traffic trends. This audience data enables Tribune
Interactive to qualify audience value to national and local
advertisers and creates custom, targeted advertising products
such as customer profile matching, affinity group and cross-channel
campaigns. This analysis is made possible through Tribune
Interactive’s partnership with Tacoda Systems and its
Tacoda Audience Management System.
In early February, latimes.com launched a geo-targeted
online Valentine’s Day campaign for Macy’s to
promote its fine jewelry catalog and area stores to latimes.com
users in five LA-area counties. From Feb. 1-14, the Macy’s
Valentine’s Day campaign delivered targeted impressions
exclusively to latimes.com registered users in the Los Angeles
DMA. The campaign included Flash-enabled, story-level advertisements
throughout latimes.com; a "Showcase" unit that took
consumers to copies of all Macy’s print Valentine’s
Day advertisements; banner and tile ad teasers that promoted
an online Macy’s contest to win free Movado watches
and included links to Macy’s 40-page fine jewelry catalog
online. The targeted online campaign was further complemented
by TV ads promoting the online contest that aired on KTLA-TV,
Los Angeles, and more than 50 Macy’s print ads that
appeared in the Los Angeles Times.
"Each campaign demonstrates Tribune Interactive’s
ability to target advertisers’ messages directly to
consumers," said Dana Hayes, vice president/sales of
Tribune Media Net, Tribune’s national sales team. "Through
an audience management system and registration information,
we’re able to recognize users and how they navigate
through our network of more than 50 news and information Web
sites. In turn, we can offer advertisers -- like Town &
Country Homes and Macy’s -- the ability to deliver targeted
marketing messages to specific groups of consumers."
Chicagotribune.com and latimes.com are among more than 50
Web sites operated by Tribune Interactive. Other newspaper
Web sites include newsday.com, sunspot.net (The Baltimore
Sun), sun-sentinel.com (South Florida Sun-Sentinel), orlandosentinel.com,
ctnow.com, (The Hartford Courant), mcall.com (The Morning
Call, Allentown, Pa.), dailypress.com (Daily Press, Newport
News, Va.), and stamfordadvocate.com and greenwichtime.com
in southern Connecticut. Tribune Interactive also operates
26 television stations Web sites including ktla.com of KTLA-TV,
Los Angeles, wgntv.com of WGN-TV, Chicago, and wb11.com of
WPIX-TV, New York, as well as specialty sites like BlackVoices.com
and Metromix.com. Affiliated classified advertising brands
include CareerBuilder.com, cars.com and apartments.com.
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Tribune Interactive
operates leading interactive news and information Web sites
in major markets across the United States, including 18 of
the top 30 markets. The sites attract more than 7 million
unique visitors per month, and rank among the top 20 interactive
news/information networks in the country.
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