MediaPost
March 17, 2009
Gavin O’Malley

------------------------------------------------

Looking to further establish its stateside presence, U.K.-based Web video ad technology provider Real Time Content is kicking off a multi-platform print and Web marketing campaign.
A full-page print ad in today's Wall Street Journal features an open letter to C-level executives and brand managers, encouraging them to consider the company's "adaptive" content personalization technology. It includes the headline: "Advertising Is (Not) Dead."

Guided by partner agency Momentum, RTC opted for an open letter because they felt it conveyed a sense of urgency in a time of great economic uncertainly.

"In this economic environment, a lot of agencies are struggling with their bread and butter accounts," said Naj Kidwai, CEO of Real Time Content. "We're saying: 'Here's a new way of looking at things.'"

The letter, which is slated to appear in various trade publications during the coming months, also attempts to drive readers to a video tutorial online, which--to demonstrate the power of the company's technology--is itself targeted based on visitors' geographic location, local news events, and any personal information they willingly volunteer.

RTC's technology is designed to help advertisers "personalize" video content based on viewer interaction and targeting data such as geographic location. The video and audio content is segmented and tagged based on campaign goals, and assembled using RTC's proprietary storyboarding software.

Despite the economic downturn, U.S. agencies and marketers have responded well to RTC's overtures. It launched a New York office late last year, according to Kidwai.

The Atlanta Hawks, for one, have come on board to offer basketball fans personalized post-game video highlights online in the post season.

The company previously received funding from British Telecommunications Plc. and New Venture Partners.

www.mediapost.com >