2008 CABLE SHOW: Ad Gorilla Swings With New Product

Technology Converts Online Inquiries Into Sales Contacts

By Linda Haugsted -- Multichannel News, 5/18/2008 4:43:00 PM

NEW ORLEANS-- Ad Gorilla, a provider of low-cost advertising insertion equipment, has launched a new division, Ad Gorillai, a technology that can help cable operators turn online inquiries about programming products into a live sales contact.

The product, iCapture, would reside on cable affiliates Web site. If a consumer clicks on the button indicating they wish to talk to a provider about high-definition service, for example, they are presented with a screen where they enter their name, phone number and e-mail address. Upon submission, an outbound telemarketing call is generated from the local operator. As the consumer waits for the phone to connect with a live operator, the consumer receives a “treat,” according to Dan Ryan, CEO of AdGorillai. The treat is a programming preview of the HD selections on their computer screen, the audio for which is synchronized over the telephone.

Starz Entertainment has signed an agreement with the technology provider to promote its content through the push-to-call technology on video provider Web sites, the companies announced here.

“Unlike other forms of Web advertising, such as paying for impressions, the iCapture technology makes it simple to target those consumers interested in adding video programming, present them with an engaging value-based message and seamlessly transfer them to their local provider's customer service representative," said David McLean, director of tactical sales for Starz Entertainment.

One application of the push-to-talk technology will be on www.whereshd.com. This site, developed by cable veteran Paul Maxwell's Media Business Corp., allows consumers to search for all providers of HD in their zip code, and to see what networks are offered to cable, direct-broadcast satellite and home satellite dish customers. Providers which affiliate with the site and technology provider will have a click-through at the top of the page to trigger the customer service contact.

AdGorillai  executives are also in discussions with cable companies to place the technology on operator's home pages. Operators and the advertising technology company will split revenues generated via the click-through. Ryan said the split will will be contingent on several factors, such as the prominence of the placement of the click-through. In addition to using the technology to promote their own products, operators could use the technology to market their own advertisers, offering them the option of direct customer contact through Web ads, according to Ryan.

For more news from NCTA's Cable Show '08, click here.