Navic Networks Introduces Admira(TM)

Navic Networks Introduces Admira(TM)

Admira simplifies the television ad-buying process by enabling targeted, accountable media placements

NEEDHAM, Mass., Sept. 18 /PRNewswire/ -- Navic Networks today introduced Admira(TM), a media placement service that optimizes television advertising by using census-level set-top box measurement data to increase the value of inventory. Efficiently matching advertisers' desired target audience criteria with media owners' inventory, Admira simplifies the buying process while maximizing targeted impressions and providing advertisers with measurement and accountability. The first media placement service to address increasingly fragmented television media, Admira places relevant video across multiple programs and markets within linear or addressable programming, switched broadcast, VOD or during DVR playback.

"As media becomes ever more fragmented and complex, marketers and their agencies desperately need sophisticated tools to help them deliver relevant ad messages to interested audiences," said Tim Hanlon, senior vice president at Denuo, the media futures practice of agency services giant Publicis Groupe, S.A. "Nowhere is this more necessary than in the fast-niching realm of television, where hundreds of digital channels and countless hours of time- shifted and on-demand content offer seemingly infinite opportunities for advertisers. Admira is a long-overdue solution that gives video advertising planning and buying professionals a fighting chance to keep pace with television's explosive changes by providing a powerful targeting system that helps lift the effectiveness of increasingly complicated video ad campaigns."

Currently undergoing commercial trials across multiple major markets, Admira is successfully interoperating with existing infrastructures, business processes and providing real-time audience measurement using Navic's patented data collection technologies. Admira uses real-time audience measurement data to make each impression more valuable while facilitating and aggregating a broader advertising pool -- increasing media owners' sales and revenue potential.

"The Admira service brings new efficiencies to buying and selling cable advertising. It provides the MSO increased control over inventory management and optimization while at the same time offers marketers unparalleled efficacy and accountability," said David Porter, vice president marketing and new media, Cox Media. "Cable enabled television is the only platform that can deliver against the current market pressures and with solutions like Admira we're poised for continued growth and success."

Advertisers and agencies define the appropriate target audience criteria and leverage Admira's sophisticated planning and preview technology along with audience behavior and real-time viewership data to optimize their campaigns. Admira matches the defined audience criteria with inventory that yields the highest target reach efficiency and provides the granularity of measurement and accountability commonly only associated with Internet advertising.

"Targeted advertising presents a critical development for video service providers currently struggling with audience fragmentation," said Ian Olgeirson, senior analyst with SNL Kagan. "Cable operators and their peers are facing increasingly agile competition for the available ad dollars which promises to accelerate the evolution of traditional ad models to include greater delivery precision and measurability."

Admira provides a closed-loop, ROI-based media model that helps agencies and advertisers reduce execution complexity and cost as media continues to become more and more fragmented. Admira provides a practical path to buy and sell all media formats, including addressable video as well as DVR and VOD inventory, in an effective and simplified fashion across a unified ad network while offering a host of features that were previously unavailable such as measurement, accountability, targeting, and optimization.

About Navic Networks

Navic Networks is the leading addressable advertising and interactive television technology provider to the cable and direct broadcast satellite television industry. Navic provides sophisticated tools that use real-time audience measurement data to optimize the delivery and placement of targeted interactive media. Navic's patented technology powers addressable advertising and interactive television applications on over 35 million digital set-top boxes in North America. Navic Networks is a privately held corporation headquartered in Needham, Mass. For more information, visit http://www.navic.tv/.

   Contact:   Heidi Patel                     Karen Pantinas   Navic Networks                  Beaupre & Co. Public Relations   781.433.3243                    603.559.5836   hpatel@navic.tv                 kpantinas@beaupre.com  

First Call Analyst:
FCMN Contact:

Source: Navic Networks

CONTACT: Heidi Patel of Navic Networks, +1-781-433-3243,
hpatel@navic.tv; or Karen Pantinas of Beaupre & Co. Public Relations,
+1-603-559-5836, kpantinas@beaupre.com, for Navic Networks

Web site: http://www.navic.tv/

---

Profile: International Entertainment