| For Immediate
Release July 16, 2001
Plurimus Tracks Largest
Number of Broadband Users
Company data provides insight
into recent Ford Motor Company and Fox Home Entertainment online ad
campaigns
Durham, N.C., July 16
-- Plurimus Corporation, provider of the broadest and
most-detailed online behavioral intelligence available, released
today information about broadband Internet usage and how businesses
can leverage this information. Plurimus monitors more broadband
Internet users than traditional audience measurement, business
intelligence or Web analytics companies. To illustrate how customers
can leverage this information, Plurimus tracked how broadband and
dial-up users responded to recent ad campaigns launched by Ford
Motor Company and Fox Home Entertainment.
Of the over 3.5 million
Internet subscribers Plurimus tracks, ten percent of that pool uses
some form of broadband technology (e.g., cable modem, DSL,
satellite, fixed wireless, ISDN, and T1/T3 lines) to access the
Internet. The company's unique ability to aggregate and monitor such
a large base of broadband users allows its customers to better
determine return on investment for their online marketing dollars.
During Ford's May 4, 2001
campaign on the Yahoo! Web site, Plurimus found that nearly 24
million households - or 41.7 percent of the U.S. online population -
visited the Yahoo! Web site and were exposed to the Ford ad campaign
that day. According to Plurimus, 11,992 of those visitors were
intrigued enough by the ad to proceed to Ford's Web site as
potential customers.
Using its unique ability to
link online behavior with geographic locations, Plurimus identified
that the highest response rate came from households in the Midwest
(i.e., Illinois, Indiana, Michigan, Ohio, Wisconsin, Iowa, Kansas,
Minnesota, Missouri, Nebraska, North Dakota, and South Dakota) that
have broadband access and earn more than $100,000 per year. In fact,
broadband users visiting the Yahoo! site that day were 15 times more
likely to respond to the ad than their narrowband
counterparts.
Yet another
broadband-versus-narrowband usage difference can be seen in a recent
ad campaign that Fox Home Entertainment ran on the Ask Jeeves site
to promote the release of the movie Castaway on video and DVD. While
monitoring behavioral patterns surrounding the campaign from June
13-18, 2001, Plurimus discovered that broadband households were five
times more likely to respond to the ad. Moreover, only broadband
users were observed purchasing the Castaway video via the promotion,
suggesting that virtually no narrowband users were converted to
customers as a result of this promotion.
Survey results have shown a
three-fold increase in broadband users between January 2000 and
April 2001-from roughly 4.1 million to 10.4 million households
(Source: Omnibus Survey, TNS Intersearch Corp.). Plurimus is unique
in its ability to track the largest number of broadband users on an
aggregated level and also examine the behavior of those users on the
Internet.
"Plurimus' large sample
size of broadband users gives us the ability to identify specific
areas of the country - down to areas smaller than a ZIP code - that
use broadband access, and how they use it," explains Tracy W. Scott,
Plurimus president and CEO. "Further, we can focus on specific Web
sites - including lower-traffic sites - and specific time periods,
down to a particular hour of a particular day. This capability
provides marketers with, among other things, an unparalleled
capability to track an online campaign's success. "
About Plurimus
Corporation
Plurimus, formerly Foveon Corporation, is a
breakthrough new company that has redefined the science of marketing
intelligence. By assimilating live data from a pool of over 3.5
million Internet users, Plurimus aggregates, analyzes, and maps the
activities and attributes of the online world. The proprietary
data-collection methodology used by Plurimus allows it to
characterize detailed online consumer behavior without the knowledge
of individual identities. This marketing science, unique to
Plurimus, is called online human geography.
Located at 4021 Stirrup
Creek Drive, Suite 120, Durham, NC 27703, Plurimus can be reached by
phone at 919.425.3300 or by e-mail at press@plurimus.com. |
