ConsumerNet in Deal to Use IceNine E-Mail App

Red Bank, NJ-based database marketer ConsumerNet signed a deal with AdTools Inc. to obtain exclusive rights to market and sell the latter’s IceNine email marketing system to the television and music industries.

ConsumerNet will use the IceNine application to conduct targeted direct marketing campaigns to its proprietary database of more than two million opt-in consumers. IceNine can be used to email commercial audio spots directly to consumers.

ConsumerNet said its clients now have the ability to identify consumers based on more than 50 fields of information including demographic and self-reported preferences. Clients can email an instant-play, audio commercial spot of up to 60 seconds, which includes built-in database functions, instant text updates, three hyperlinks and synchronized graphics.

“The IceNine technology gives advertisers, for the first time, the ability to send their commercial spots directly to targeted consumers, instead of hoping they happen to hear the spot on the radio,” said Marcus Peterzeil, senior vice president, sales and marketing for ConsumerNet.

“We chose ConsumerNet to represent AdTools in the release of IceNine due to their unique ability to merge our technology with the power of their extensive database marketing capabilities,” said Chris Heitman, marketing director of AdTools. Financial arrangements were not disclosed. AdTools Inc. was founded in 1997 as a joint venture between CodeHammer Online Productions of London and Digital Marketing Concepts of Boston, MA.

ConsumerNet is utilizing the IceNine product for a variety of clients within the cable television industry, including VH1, Showtime, A&E and music companies Hollywood, Elektra, Motown, Epic, Island/Def Jam, Jive, Capitol and Columbia Records.