Direct Tech

COST-PER-CLICK NETWORK GOES LIVE Direct response advertising solutions provider Flycast Communications of San Francisco recently introduced Flycast CPCnet, a new cost-per-click online advertising network. The network is designed to meet the needs of both advertisers and publishers who prefer to operate...

COST-PER-CLICK NETWORK GOES LIVE

Direct response advertising solutions provider Flycast Communications of San Francisco recently introduced Flycast CPCnet, a new cost-per-click online advertising network. The network is designed to meet the needs of both advertisers and publishers who prefer to operate within a pay-for-performance environment.

Through the network, advertisers can pay for a given number of clicks, and therefore receive responses at a preset cost per response. Flycast CPCnet also provides a new network option for the increasing market of smaller Web publishers that are looking to maximize Web advertising revenue but do not yet meet the inventory requirements of the CPM-based Flycast Network. See www.flycast.com for more information.

ADOBE RELEASES

E-COMMERCE PRODUCT

Adobe Systems of San Jose, Calif. has released its PDF Merchant software, an e-commerce solution for publishers. It’s a server-based application that secures electronic content for distribution and sales via the Internet.

Adobe PDF Merchant is designed to provide publishers, authors, resellers and distributors the security and confidence to deliver electronic books directly to consumer devices. The software can be integrated with existing e-commerce and transaction servers, creating a seamless solution for encrypting volumes of Adobe PDF files and selling them over the Web. Once the content is secured, PDF Merchant creates an ‘electronic key,’ which can be used within Adobe Acrobat software, or the free Adobe Acrobat Reader software to unlock and read the material.

Go to www.adobe.com to learn more.

INSTANT ON REDUCES IMPLEMENTATION TIME

Natick, Mass.-based e-commerce software developer CommercialWare recently announced the availability of its Instant On software solution.

Based on its Mozart order management and fulfillment software, Instant On provides organizations with the ability to launch an e-commerce business in fewer than eight weeks. Instant On delivers end-to-end e-commerce capabilities including order entry, purchase order processing, fulfillment, warehouse management, inventory control, and accounts receivable/payable.

The condensed implementation timeframe is made possible through pre-configured software.

THE ERMS TURNS

Smith-Gardner of Delray Beach, Fla. has just launched an automated e-mail Response Management System (ERMS). The solution, available with Smith-Gardner’s WebOrder system, expands the system’s customer service capabilities by providing an interactive technology tool that quickly and efficiently routes, tracks and responds to inbound customer e-mails.

ERMS expedites the routing and organization of customer feedback, offering merchants timely examination of customer trends and issues that occur on their Web sites. The feedback can be categorized and tracked to identify promotional opportunities, increase Web site design effectiveness, and address potential sales obstacles.

ERMS is designed to handle the majority of incoming messages without operator intervention. Incoming e-mails are passed through a customer knowledge repository where letters are automatically composed and filtered for immediate e-mail response to the customer, or routing to a customer service agent for final review prior to release.

Google launches a campaign about news connections

The search engine is using archival footage to convey what Canadians are interested in.
Google

Google Canada and agency Church + State have produced a new spot informed by research from the search giant that suggests it is a primary connector for Canadians to the news that matters to them – a direct shot across the bow of the legislators presently considering Bill C-18.

In a spot titled “Connecting you to all that’s news,” the search giant harnesses archival footage reflective of many of the issues Canadians care about deeply, including the COVID-19 pandemic, climate change, truth and reconciliation and the war in Ukraine, to demonstrate the point that many Canadians turn to Google as a gateway to the information and news they’re seeking.

“From St. John’s to Victoria and everywhere in between, when Canadians want to understand or get updated on the most pressing topics, Google connects them to the news sources that provide it,” says Laura Pearce, head of marketing for Google Canada. “All of us at Google are proud to be that consistent and reliable connection for Canadians to the news they’re searching for.”

In some ways, the goal of the campaign was to tap into the varied emotional responses that single news stories can have with different audiences across the country.

“News may be factual, but how people respond to it can be very emotional,” explains Ron Tite, founder and CCO at Church + State. “Importantly, those emotions aren’t universal. One news story can create completely different reactions from different people in different places. Because of that, we simply wanted to let connecting to news be the focus of this campaign. We worked diligently to license a wide variety of actual news footage that we felt would resonate with Canadians.”

The campaign can be seen as a statement by the search provider on Bill C-18 – the Online News Act – that is currently being deliberated by a parliamentary committee. That legislation seeks to force online platforms such as Meta’s Facebook and Alphabet’s Google to pay news publishers for their content, echoing a similar law passed in Australia in 2021. The Act has drawn sharp rebukes from both companies, with Facebook threatening to ban news sharing on its platform.

Google Canada is not commenting on whether this new campaign is a response to C-18, but it has been public in its criticism of the legislation. In testimony delivered to parliament and shared on its blog, Colin McKay, the company’s head of public policy and government relations, said, “This is a history-making opportunity for Canada to craft world-class legislation that is clear and principled on who it benefits.” However, he noted that C-18 is “not that legislation.”

The campaign launched on Oct. 24 and is running through December across cinema, OLV, OOH, podcast, digital and social. Airfoil handled the broadcast production.