Advertising.com Adds Convergent Media Product

Online ad network Advertising.com Tuesday unveiled an update to its ad serving capabilities that enables a banner ad to link to wireless, email and Web creatives, allowing consumers to choose when and how they receive promotions.

The product allows advertisers to provide options for consumers, once they click on a banner ad, to pick whether they want coupons and promotional materials delivered via email, to their SMS-enabled wireless phone, or via the Web for printing.

Another feature of the product is that consumers can select how they want to receive promotional material within the banner, without having to click to another site.

Baltimore-based Advertising.com said the product would shave costs for advertisers and increase options for consumers.

“Advertisers spend billions of dollars annually on printed coupons and printed promotions as a way to communicate with consumers,” said Scott Ferber, co-founder and chief executive officer at Advertising.com. “Advertising.com’s solution eliminates the waste of costly, pre-printed materials for advertisers and provides maximum flexibility for consumers.”

Ferber also said he anticipated wireless phones becoming “consumers’ best source for saving money.”

Advertising.com has been experimenting with wireless ads — both SMS, WAP alerts and WAP banners — since early last year. However, Tuesday’s specialized offering wraps together wireless, email and Web communications in a way that might seem more appealing to advertisers than buying Advertising.com’s email or standard media offerings individually. It may also appeal to those reluctant to invest heavily in wireless advertising, which is still in its infancy.

“Online couponing and promotions will bridge Web and wireless for many advertisers,” Ferber said. “With our service, advertisers will be able to monitor consumers’ use and interest in wireless promotions. For many advertisers, it will be their first experience with wireless.”