DMNews
Mary Elizabeth Hurn
March 17 2009

Online video solution provider Real Time Content (RTC) has launched an integrated campaign with the tagline “Advertising is (not) Dead,” an open letter to ad agencies and brands asking them to re-evaluate their online advertising efforts. The print and online campaign promotes RTC's suite of personalized video solutions.
A full-page print ad ran in today's Wall Street Journal, and other ads will be rolled out in trade publications in the coming months. Online ads are running on targeted online properties as well. Both campaign elements drive consumers to an online video demo of RTC's technology.

“I think there's an opportunity for advertisers in today's economic climate to use existing assets because the days of big production shoots are over,” said Naj Kidwai, CEO of RTC.

The solutions allow advertisers to customize new and existing video content for users arranging clips in real time based on profile information from an ad server, a behavioral targeting network, cookies or Web publisher data.

“Content owners can create new revenue streams by monetizing existing archives,” Kidwai said, “And we've shown we can substantially increase click through rates with personalized video.”

A number of different pricing structures are available to advertisers: pay per performance, revenue share or CPM.

A UK-based company, RTC launched in the US last year. The company's technology was developed jointly with British Telecom.

RTC currently works with Manchester United and Nationwide in the UK and recently signed an Atlanta-based professional sports team, for which it will provide and launch a personalized highlight service at the end of March.

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