Targeted Rich Media Joins Beethoven Ad Mix

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Beethoven.com, an Internet-only classical music radio station, is running targeted, rich media ads on its site in addition to its traditional audio ads directed at the entire listening audience.


Beethoven, Hartford, CT, is streaming ads to specific demographic groups when people log on and during commercial breaks. Listeners can click on the Flash ads and link to the advertiser's Web site. The ads result from a deal with Coollink Broadcast Network, Dallas, a provider of targeted ad insertion technology.


Pfizer Consumer Products used the format for an ad campaign in early March to promote Rolaids, targeting those ages 25 to 54.


"Pfizer Consumer Group was excited about being part of something new," said Helene Wexler Gold, Internet account manager for JonesMediaAmerica, which represents Coollink's ad offerings. Pfizer and other companies are using the rich media ads as an extension of print, television and radio campaigns rather than as a separate campaign, she said.


"It's really about getting their message out there and expanding their reach," Wexler Gold said. "With [traditional] radio, you reach people during rush hour in the morning and afternoon; now there is the opportunity to reach people at work."


A Verizon campaign in February and March to promote its Digital Subscriber Line was sent to people in ZIP codes where the DSL service is provided.


"It was important to them, with such a popular product, for people who could not get the service to not receive the ad," she said.


Kevin Shiveley, director of business development at Beethoven.com, said the site's primary audience is highly educated men ages 25 to 54 who earn more than $80,000 a year. About 20,000 members log on to the site weekly and listen for about two hours at a time, he said.


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