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DoubleClick Launches Abacus New Zealand
- Fifteen Members Join the New Alliance -
NEW YORK, May 9 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK), the
leading provider of solutions for marketers, advertising agencies and web
publishers, today announced the launch of Abacus New Zealand and the
recruitment of 15 Alliance members. New Zealand is the seventh country in which
the Abacus Alliance concept has been launched, including the successful launch
in May 2004 of Abacus Australia.
In Australia, Abacus already has 60 participants contributing to its
co-operative database. Its data has helped drive over 100 direct marketing
campaigns on behalf of its members. Using Abacus' solutions, members have
experienced strong growth from their direct marketing campaigns. They are
finding that consumers are more receptive to direct marketing campaigns driven
by actual purchasing behavior and many are experiencing 'return to sender'
rates significantly below the industry average.
Using Abacus' industry-leading solutions, New Zealand businesses can now create
direct mail order campaigns that deliver greater returns. Abacus' Acquisition
Modeling enables members to find qualified mail order responsive prospects
beyond their own house file while its Retention Modeling helps marketers to
increase profits from their customer database.
Direct marketing organizations who become members of the Abacus Alliance stand
to gain a deeper understanding of consumer's purchasing behavior through the
pooling and analysis of transactional information from the whole membership
base. By accessing data from a single co-operative database, members can build
a profile on an individual's recent buying behavior across different Abacus
Alliance member companies. This unique insight allows them to improve direct
mail targeting customer segmentation and return on investment in direct
marketing campaigns.
"This is very much a market-driven move," said John Lloyd, managing director of
Abacus Asia Pacific. "Australia and New Zealand are growing markets for home
shopping and a large proportion of households in both countries are responsive
to well targeted and relevant direct mail initiatives."
"Many of our Abacus Alliance members in Australia sell to New Zealand
households and they now want to replicate the success they have experienced in
Australia through the Abacus Alliance. The result is that we have already
signed up 15 participants to the Abacus Alliance in New Zealand," continued
Lloyd. "Establishing the Alliance in Australia last year has clearly been a
good move for Abacus. We are equally excited about our future success in New
Zealand because there is a growing demand for new approaches to direct
marketing targeting."
DoubleDay and IMP, members of the Australian Alliance, are among the first
members of the New Zealand Alliance. Internationally, there are now over 2,400
members across seven countries in the Abacus Alliance. For further information
on the Abacus Alliance, visit the website
http://www.doubleclick.com/us/products/direct_marketing.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for marketers, advertising
agencies and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's online advertising, email marketing and database
marketing solutions help clients yield the highest return on their marketing
dollar. In addition, the company's marketing analytics solutions help clients
measure performance within and across channels. DoubleClick Inc. has global
headquarters in New York City and maintains 22 offices around the world.
CONTACT:
Dave Frankland
DoubleClick
212.381.5629
DATASOURCE: DoubleClick Inc.
CONTACT: Dave Frankland of DoubleClick, +1-212-381-5629,
Web site: http://www.doubleclick.com/
http://www.doubleclick.com/us/products/direct_marketing